STRC 2112 Lecture 12: Persuasion week 4, lecture 2

• School: Temple University
• Department: Strategic Communication
• Course: STRC 2112
• Professor: Abbe Depretis

Document Summary

Source effects: yale researchers conduced a credibility study: the effect of speaker credibility was important. Where did you hear the information: the sleeper effect- over time the source of the message and the message itself become separated. Dimension of course credibility- the three c"s of ethos: expertise: credibility, trustworthiness: character, attractiveness: charisma-attractive people get attention. Message effects: primacy-recency effects: primacy: info before, recency, -info last, message bias and two sided arguments. It"s better to give both sides and than persuade the audience to choose your side: biased information processing: we interpret favoritism. We will seek the information that is agreeable to what we already think and know. Ex: if we don"t like a particular genre of music you won"t seek it out. The book says: you will process things centrally when you are neutral or sad. When your happy, you are more likely to process things peripherally-buying something expensive.