COMM 2367H Lecture Notes - Lecture 9: Critical Role, Jargon, Antibody
2 Feb 2017
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Who said what, to whom, with what effect. To be persuaded, individuals have to attend to, comprehend, learn, accept, and retain the message. The more people learn and comprehend the message, the more likely they are to accept and advocate for it in the future. Asserts that people"s o(cid:449)(cid:374) (cid:373)e(cid:374)tal reactio(cid:374)s to a (cid:373)essage play a critical role i(cid:374) the persuasio(cid:374) process. Pro-arguments, counterarguments, thoughts that a. originate with the message b. creatively elaborate of the message c. irrelevant to the message. Occurs when a persuader warns people that they will soon be exposed to a persuasive co(cid:373)(cid:373)u(cid:374)icatio(cid:374) (cid:862)i ha(cid:448)e a(cid:374) idea(cid:863) Individuals generate a large number of counter arguments, strengthening their opposition to the advocated position. Reduces the likelihood that a subsequent persuasive communication will succeed. People are distracted from paying attention to communication with which they would usually disagree. The model tells us when people should be particularly likely to elaborate.
