COMM 101 Lecture : Lecture Note 7
Document Summary
Theory of planned behavior tpb: persuasion models, mcguire"s matrix model, cognitive response theory, self validation theory, elaboration likelihood model (elm, social judgment theory, theory of reasoned action (tra, theory of planned behavior (tpb, protection motivation theory (pmt, transtheoretical model of behavior change, automatic activation model, persuasion research history, 1920s 1930s powerful effects of radio propaganda during world war i, 1929 radio news of wall street crash brought nationwide panic, 1938 war of the worlds broadcast caused hysteria, adolph hitler"s rise to power illustrated frightening potential for mass persuasion through media communication, carl hovland, wwii. Two step flow: media messages influenced certain opinion leaders in a community, these opinion leaders had influence to change others" attitudes, inputs (independent variables) variables under control of persuader; source, message, recipient, channel, context, outputs (dependent variables) variables under control of audience members; information exposure, attention, interest, comprehension, yielding/changing attitude, shortcomings:
