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Lecture 10

COM 110 Lecture 10: Influence and persuasion
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Department
Communication
Course Code
COM 110
Professor
Pavlow Shara

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Influence and persuasion
Uses of persuasion
Can be global, just to change opinion from one to another
Bringing into consciousness what you subconsciously believe
>>Coercion only works when theres a credible threat
>Persuasion is a conscious intent to change behavior through symbol manipulation
Monroe’s motivated sequence
When youre conveying your message you must convey it in this order
o Attention
o Need
o Satisfaction
o Visualization
o Action
Attitude is
Long lasting
Creates a drive state
Positively or negatively towards a topic
Cognitive consistency theory
Cognitive dissonance
o Discomfort in our thought
When our attitudes are consistent with our behavior we are in a balanced state, but if
behavior is not consistent with our attitudes we are in a psychologically unbalanced
state
Change behavior and attitudes will follow
When our thoughts and actions are inconsistent and we feel uncomfortable
Inoculation theory
Based on the idea that I want to conserve your existing opinion
You give someone a pretreatment attack that stimulates your opinions and prevents
future opinions for forming from the opposition
It takes time to build up this opinion
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find more resources at oneclass.com Influence and persuasion Uses of persuasion  Can be global, just to change opinion from one to another  Bringing into consciousness what you subconsciously believe >>Coercion only works when there’s a credible threat >Persuasion is a conscious intent to change behavior through symbol manipulation Monroe’s motivated sequence  When you’re conveying your message you must convey it in this order o Attention o Need o Satisfaction o Visualization o Action Attitude is  Long lasting  Creates a drive state  Positively or negatively towards a topic Cognitive consistency theory  Cognitive dissonance o Discomfort in our thought  When our attitudes are consistent with our behavior we are in a balanced state, but if behavior is not consistent with our attitudes we are in a psychologically unbalanced state  Change behavior and attitudes will follow  When our thoughts and actions are inconsistent and we feel uncomfortable Inoculation theory  Based on the idea that I want to conse
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