Social Psych - Class #13.docx
Social Psych - Class #13.docx

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Emerson College
Communication Sciences and Disorders
David Shim

Class Notes: October 22, 2012 Persuasive communication = communication that has the potential if altering an attitude (e.g. cognitive dissonance)  Easier to alter recently-formed attitudes than long-term attitudes  Factors of “positive” persuasive communication  More important to get through to a person than to change their attitude  Four elements: persuader, communication, situation, receiver PERSUADER  Must be seen as an expert  Message must be true  More believable if the person is physically attractive  High status  Identification (well-known, e.g. a celebrity) COMMUNICATION  Must be believable (acceptable a the cognitive level)  Most effective process – “2-sided approach”  Overall process  “Elaboration-Likelihood Mode” (ELM) – theory on cognitive processing: - Systematic/central (frontal lobe) – high relevance - Heuristic/peripheral (amygdala) – low relevance  Affective arousal (emotional arousal) – the more riled up someone gets, the easier it is for them to change their previous cognitive structure  Cults and “brain-washing” - Sensory deprivation (removal from external validation) - Historical view - Current view  Mild arousal makes people respond more readily than strong fear/arousal message SITUATION  Atmosphere
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