COMS 322 Study Guide - Midterm Guide: Mass Suicide, Marshall Applewhite, Athenian Democracy

• School: Cal Poly
• Department: Communication Studies
• Course: COMS 322
• Professor: Andrea June Terry

Document Summary

The art of seeing the available means of persuasion - aristotle. Logos (inherent in message , way it"s constructed) Three standard attitude scales: likert, guttman, semantic differential. Respondents read each item and indicate their agreement/disagreement with each statement along numerical scale. Most researchers prefer 5 or 7 point scales. Scale progresses from items easiest to accept to those most difficult to endorse. Moderate attitudes agree with questions that are easy and moderately difficult to endorse. Mildly positive attitudes agree only with those easy to accept. Asks people to indicate feelings about an object on a pair of bipolar, adjective scales; scale also assesses the different meanings people ascribe to a person or issue. A scale with two opposite words, and some spaces in between them. Beliefs : more specific and cognitive than values or attitudes; are cognitions about the world--subjective probabilities that an object has a particular attribute or that an action will lead to a particular outcome.