160792
Descrição
Mapa Mental por amelia-toh, atualizado more than 1 year ago
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Criado por amelia-toh
mais de 11 anos atrás
|
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Persuasive
Communication
- Content of the Communication
- When people understand a
message and respond
favourably to it, they are likely to
be persuaded
- More convinced by an expert
- TV~ Simple
Print(Newspaper)~ Facts and
Figures
- Evoke emotion
- We are less likely to process the
information correctly
- Use of fear is more successful
than the liking of good mood and
ability
- Use of fear is more successful
than the liking of good mood and
ability
- We are less likely to process the
information correctly
- When people understand a
message and respond
favourably to it, they are likely to
be persuaded
- Characteristics of the
Audience
- Cognition
- People with a high 'need for
cognition' more persuaded by
strong arguement
- 'Need for Cognition'= Enjoying checking for
issues, inconsistencies and weighting up the
pros and cons (Cacciopo & Petty, 1982)
- 'Need for Cognition'= Enjoying checking for
issues, inconsistencies and weighting up the
pros and cons (Cacciopo & Petty, 1982)
- People low in cognition, disregard
strength. More swayed by
trustworthiness and expertise
- People with a high 'need for
cognition' more persuaded by
strong arguement
- Gender (Deborah
Tannen, 1990)
- Male
- More direct
- Center of attention
- Status
- More direct
- Female
(Nurture)
- more indirect (Not
demanding)
- Visual Images of
family and
children
- more indirect (Not
demanding)
- Male
- Culture
- Western
(Independent)
- Strategies that are more
directional and informal
- Strongly appeal to logic
- Strategies that are more
directional and informal
- Chinese
(Interdependent)
- Appeal to both logic (statistics) and
emotions (pleasure)
- Strategies that are more
indirectional and polite
- Appeal to both logic (statistics) and
emotions (pleasure)
- Western
(Independent)
- Cognition
- Source of
Communication
- Trustworthiness
- Polite form of address
- Dress formal
- Provide statistics
- Advertising qualification
- Polite form of address
- Fast talkers
(Smith & Shaffer,
1995)
- Audience assume that
fast speaker is more
intelligent and
knowledgeable
- Fast presentation makes
it more difficult for the
audience to evaluate the
content properly
- Rapid speech conveys the
impression that the
speaker knows what he or
she is talking about
- Fast presentation makes
it more difficult for the
audience to evaluate the
content properly
- Audience assume that
fast speaker is more
intelligent and
knowledgeable
- Expertise (Smith &
Mackie, 2000)
- People are more likely to
accept the word of people with
expertise in an area, even
without assessing the validity of
their claim
- People are more likely to
accept the word of people with
expertise in an area, even
without assessing the validity of
their claim
- Popular and attractive communicators
are more effective than unpopular or
unattractive ones (Kiesler J Kiesler,
1969)
- Trustworthiness
- Gaining Attention
- Grabbing attention before we turn out
- Bright and eye
catching colours
- Loud volume
- Bright and eye
catching colours
- Personal Persuasion:
Timing is critical
- Eg. Adolescent wanting to go to
a party will not ask their mother if
they are tired, busy or angry
- Eg. Adolescent wanting to go to
a party will not ask their mother if
they are tired, busy or angry
- catching opening gimmick
- Something that piqued our curiosity
- Grabbing attention before we turn out
- Involves trying to change the
beliefs, feelings and behaviors
of another. What affects the
audience's reactions needs to
be known to be successful
Anexos de mídia
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