PUR 3801 Lecture Notes - Lecture 8: Jargon, Unique Key, Pathos
3 Jun 2018
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Module 8
• Various message sources
• Which to use when persuading people
• One-sided vs. two-sided arguments
• Role of Theory
o Three C’s of Effective Communication – Credibility, Charisma, and Content
o People tend to believe messages that are given by charismatic people
o Control – authority figure, role will impact
• Cognitive dissidence – uncomfortable with a situation, will need to rationalize the
situation
o To get people to change behavior, you have to create dissidence
o Convince them there is something wrong and then give them ways to fix it
• Social Judgement theory – messages fall into latitudes of judgement and acceptance
• Theories are intertwined
• Theory is important because it helps the research and how to communicate the
effectiveness of the message
• Selecting Message Sources
o Rhetoric
o Modes of persuasion – ethos, logos, pathos (to be effective, you have to consider
each of these)
o Ethos – credibility and trust
▪ Eldemen trust barometer – surveys the general public and sees what the
public views as trustworthy – rated on a scale
▪ Company spokespeople – how credible are they?
o Logos – logic, reason or proof
▪ Help solidify the message itself
▪ Errors in logic – a challenge, inaccurate, unethical or unpersuasive
o Pathos – emotions and values
▪ Storytelling
▪ Humor, etc.
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