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Defining Persuasion

Defining Persuasion. 1. Basic Ideas Entropy The continuum Probability All comm. attempts to limit choices 2. Types of Communication Information Sharing Education Persuasion Coercion. Defining Persuasion (cont’d). 3. Differences between Persuasion & Understanding He She

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Defining Persuasion

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  1. Defining Persuasion 1. Basic Ideas • Entropy • The continuum • Probability • All comm. attempts to limit choices 2. Types of Communication • Information Sharing • Education • Persuasion • Coercion

  2. Defining Persuasion (cont’d) 3. Differences between Persuasion & Understanding He She DP I like Oscar I don’t like Oscar MP She likes He likes Oscar Oscar

  3. Points of Agreement Change Humans Conscious intent Communication Points of Disagreement What is changed - attitude, belief, behavior How changed Process or act 4. Characteristics of Persuasion 3 3

  4. A. Philosophical Theories Random Reasons & Causes Cosmic Laws Blend B. Potential Causes Needs - Motives (Maslow, Schutz) Homeostasis Stimulus-Response Reduce Uncertainty 5. Why are we persuaded?

  5. a. Learning Theories Classical conditioning Instrumental conditioning b. Yale Group c. Consistency Theories Balance Newcomb Congruity Cognitive Dissonance d. Social Judgement e. Functional Theories f. Attribution Theories g. Perceptual Theories h. Fishbein (Information Processing) i. Counterattitudinal Theories 6. Theories

  6. Key Questions • What are the assumptions behind the theory? • When can it accurately predict? • What are the practical applications of the theory?

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