CMN 10Y Lecture Notes - Lecture 12: Nudity, Physical Attractiveness, Advertising Mail
Document Summary
Involving an effort to influence anothe(cid:396)"s (cid:373)e(cid:374)tal state o(cid:396) (cid:271)eha(cid:448)io(cid:396) Def: successful, intentional (goal-di(cid:396)e(cid:272)ted) effo(cid:396)t to i(cid:374)flue(cid:374)(cid:272)e a(cid:374)othe(cid:396) pe(cid:396)so(cid:374)"s (cid:373)e(cid:374)tal state th(cid:396)ough communication in a circumstance in which the target person has some measure of freedom. Attitude : marijuana should not be legalized belief: legalization of marijuana would increase tax revenues. 4 functions of attitudes: utilitarian, social adjustive: helps us fit in with others, ego defensive, value expressive. System of ideas intended to explain some aspect of persuasion. 4 characteristics of communicators that can affect effectiveness. Judgement made by recipient concerning believability of communicator. Credibility is in the eye of the beholder. Liking: liking not linked to credibility, liked communicators are more effective sometimes, liking is less potent than credibility, has little impact on high-involvement situations. Attitudinal similarity: extent to which the recipients perceived the communicator to share similar attitudes, attitudinally dissimilar communicator can be more persuasive than an attitudinally similar communicator.
