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Human Communication: From Groups to Persuasion

Explore theories of group communication, Group Development Theory (Tuckman), persuasion strategies, attitude formation, and sources credibility. Dive into the Theory of Reasoned Action and Elaboration Likelihood Model to understand human interaction.

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Human Communication: From Groups to Persuasion

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  1. HUMAN COMMUNICATION From Groups to Persuasion

  2. Review of Interpersonal Communication • How does popular culture useschemas to draw in audiences? • How do politicians use Self identity to draw in voters? • What flaws do you see in thetheories we discussed? Any?

  3. Group Communication • Tell me about the groups you have been a part of

  4. Group Development Theory (Tuckman) • Forming Stage • Seek information, careful • Storming Stage • Conflict • Norming Stage • Cohesion • Performing Stage • Focus on objectives • Adjourning Stage • Disbands

  5. Groups • Task vs. Social Focus • Functional Theory • Understanding the problem • Est. of goals • ID alternative realistic proposals • Evaluate Alternatives • Groupthink!! Does it happen?

  6. Persuasion • Dates back to Aristotle and rhetoric • Directed social influence • A communication effort aimed at changing attitude, intention or behavior • Shape, reinforce, or change • Is it propaganda? • One vs. Two-sided messages

  7. Attitude • Derived to motivate behavior in order to exert effects at various stages of processing • Attitudes are processed according to a set of processing elements • Awareness is not the same as attitude • Derived from a indirect and direct experiences

  8. Attitude • Three classes (Eagley & Chaiken, 1993) • Cognitive- all thoughts • Affective- feelings and emotions • Behavioral- actions with respect to the attitude object • How does what we talked about Monday come into play with attitudes?

  9. Sources • Credibility • Of source/ speaker • Of evidence and novelty • Competence and character • Similarity • Physical Attraction • Social Attractiveness- you would like them • List 5 who are credible to you and 5 non-credible • Who is the best source for a message?

  10. Selectivity • Selective exposure- exposure to messages similar • Selective attention- do we pay attention? • Selective retention- remember those that are meaningful • Selective perception- alter the meaning to fit you • Do we do this?

  11. Theory of Reasoned Action • Fishbein & Ajzen, 1980 • Predict behavioral intentions • Intention is the best indicator of action • Attitude- • Sum of beliefs about performing behavior • Evaluation of beliefs • Subjective Norms • Social appropriateness and pressures

  12. Theory of Planned Behavior • Ajzen 1985 • Stemmed from TRA • Perceived Behavioral Control added (efficacy) • Intention versus confidence • “A general rule, the more favorable the attitude and the subjective norm, and the greater the perceived control the stronger should the person’s intention to perform the behavior in question”

  13. Elaboration Likelihood Model • Two routes of persuasion • Central- persistent and resistant to change • Peripheral • Limited capacity to process information • We react based on whether we are • Motivated to process (involvement, info relevance) • Able to process (cognitive capacity) • Have pre-existing positive or negative attitudes

  14. Need for Cognition • Need to structure a situation in a meaningful way to help them understand the complex world they live • Cacioppo & Petty (1982) “tendency to engage and enjoy thinking” • High NFC- intrinsically motivated and will seek complex tasks • Low NFC-rather avoid effortful, cognitive work required to derive attitudes based on merit • High scrutinize and low will be persuaded peripherally

  15. Monday • Read articles • Take NFC test • We will discuss a case study applying the theories of persuasion and looking at their positives and negatives

  16. HAPPY 4TH OF JULY!! Enjoy your weekend!

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