COM 10200 Lecture Notes - Lecture 11: Muzafer Sherif, Turkish Americans
4 Oct 2016
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By muzafer sherif, a turkish american social psychologist. Persuasion- intentional attempt by a source with a purpose to change beliefs, attitudes, behaviors. 2 step process: receivers assess what position is in the message, receivers move toward or away the message based on beliefs. Understand reactions, understand how receivers feel about a variety of issues to persuade (audience analysis) Example: people"s range of beliefs about the presidential election. Ego involvement- how involved we are with an issue. High ego involvement means larger latitude of rejection and smaller latitude of acceptance and noncommitment. When you have an important topic, people analyze what is the correct stance . Assimilation effect- perceiving the advocated position in a message as closer to one"s own position that it actually is. Ex: speaker advocating (a-i) c but mary hears her position of b+++ Contrast effecti- perceiving the advocated position as farther away from your own position than it actually is.
