COMM 89 Lecture Notes - Lecture 11: Elaboration Likelihood Model, Proportional Representation, Information Seeking
Document Summary
Mcguire (1964) was fascinated by a metaphor. Inject the very thing you"re trying to prevent. Injecting the right dosage-- not too much, not too little --can. Give people a weak form of the counter-argument and they"ll be activate the body to respond to the virus" onslaught at a later date resistant to it. Warning weak attack strong refutation. Blue = (1) threat component; green = (2) refutational preemption. In the coming weeks, you"re going to hear a lot of bad things about our candidate . When you have the number 1 selling vehicle five years in a row, other companies are always going to try to get you to switch . Need to know your flaws and weaknesses and need to know how other side is going to come at you as well as they do. Triggers counter-arguing by raising and then addressing challenges to. Provides material to be used against future threats.
