COM 110 Lecture Notes - Lecture 10: Inoculation Theory, Cognitive Dissonance, Elaboration Likelihood Model

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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. When you"re conveying your message you must convey it in this order: attention, need, satisfaction, visualization, action. Cognitive dissonance: 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. When our thoughts and actions are inconsistent and we feel uncomfortable. 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. Attitudes run on a positive to negative range.

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