PS200 Lecture Notes - Balance Theory, Mind Control, Cognitive Dissonance
10 May 2013
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Persuasive communication = communication that has the potential if altering an attitude. Class notes: october 22, 2012 (e. g. cognitive dissonance) Easier to alter recently-formed attitudes than long-term attitudes. More important to get through to a person than to change their attitude. More believable if the person is physically attractive. Must be believable (acceptable a the cognitive level) Elaboration-likelihood mode (elm) theory on cognitive processing: Affective arousal (emotional arousal) the more riled up someone gets, the easier it is for them to change their previous cognitive structure. Mild arousal makes people respond more readily than strong fear/arousal message. Cognitive distraction when people are distracted, they have little time for self- reflection (background music) Pleasant-unpleasant continuum impression/appearance can put people in different moods. People most persuadable reasonably bright people who can comprehend a message quickly, knowing the concerns of the receiver. Salespeople not too much pressure, indebtedness, commitment.
