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Chapter 6 Message-Learning Approach to Persuasion Part 2

Today's Goals. Understand how personality factors, recognition and yielding influences persuasivenessDiscuss medium effects. Persuasion. StagesAttentionComprehensionYieldingRetention. ProcessesSourceWho saysMessageWhatRecipientWho receivesMediumHowT.V., radio, print, etc.. Combination Principle AC = R x YAttitude change = Reception (attention

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Chapter 6 Message-Learning Approach to Persuasion Part 2

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    1. Chapter 6 Message-Learning Approach to Persuasion Part 2

    2. Todays Goals Understand how personality factors, recognition and yielding influences persuasiveness Discuss medium effects

    3. Persuasion Stages Attention Comprehension Yielding Retention Processes Source Who says Message What Recipient Who receives Medium How T.V., radio, print, etc.

    4. Combination Principle AC = R x Y Attitude change = Reception (attention & comprehension) x Yielding Situational-Weighting Principle McGuires Theory of Personality and Persuasion

    5. Combination Principle

    6. Medium How information is presented Television Radio Print Internet

    7. Medium Effects

    8. Television Effects Watching television results in relaxed and passive feelings When TV is turned off, sense of relaxation ends. People report being worn out. The feelings of being passive and less alert continues. Orientation reflex Editing features increases attention at the expense of comprehension

    9. Recap Goals Persuasion includes reception and yielding Medium effects

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