Communication- Argumentation and Persuasion
uthej19
COM470_Week5_Saturday_Fall2020.pptxCOM 470: Argumentation and Persuasion
Week 5, Saturday, 9/26
Agenda
Receiver characteristics
Reminders:
Exam 2 is on 10/13
Review will be on 10/8
Review guide will be posted on Blackboard
Examples
https://www.youtube.com/watch?v=WYP9AGtLvRg
https://www.youtube.com/watch?v=HabwTo6YgQI&list=PLtA0sbiAgWbMwT9NTEUMzaLe3fJKdCIOp&index=2
https://www.youtube.com/watch?v=DV1aIGKm98c&list=PLtA0sbiAgWbMwT9NTEUMzaLe3fJKdCIOp&index=7
Individual differences
Topic –Specific Differences
Some individual differences are associated with topic-specific differences such as topics that relate to values, beliefs, attitudes
i.e. self-monitoring, age, cultural background
Individual Differences
Individual differences such as need for cognition (NFC) have general influences
With higher NFC, people will evaluate the message arguments more critically
Self-esteem—persuasion maximized at mid-levels of self-esteem
Low levels might cause people not to pay attention to the message
High levels might feel confident in their own options
Individual differences
Intelligence—persuasion maximized at lower levels of intelligence
More intelligent people might more carefully scrutinize the message
Maybe it is related to more knowledge about the topic?
Sensation seeking
https://www.youtube.com/watch?v=x1l8_bfPSdc
Some research suggests high sensation seekers use drugs and alcohol more frequently and begin at an earlier age than low sensation seekers
Can help identify key audiences and message design
Intense imagery, fast cuts, etc.
Involvement
Value-Relevant Involvement
Ego-involvement; deals with central or core values of the individual
Outcome-Relevant Involvement
Personal involvement; based on how relevant the outcomes of the message are to the receiver
Impression-Relevant Involvement
Desire to express attitudes that are socially desirable
Demographic differences
Sex
Little evidence that there are general persuasion differences between men and women
Differences between men and women to be topic or context specific
Age
Ages 3 to 7 very open to persuasion in advertising
Older people are difficult to persuade
People of different ages motivated by different things
Culture
Religion, ethnic origin, geography, economic class, etc.
9
Psychological reactance theory
Freedom
Threat to Freedom
Reactance (akin to anger)
Restoration of Freedom
Psychological reactance theory
Reactance only if individuals perceive/believe they have freedom over an outcome
As threatened behavior increases in attractiveness, so does amount of reactance
Reactance increases as number of freedom threats increase
As implied threats are present, the magnitude of reactance will increase
Measures of reactance (see PDF)
Psychological Reactance Theory
Recommendations:
Avoid domineering/controlling language
Provide choice to people
Narrative evidence could inhibit reactance, but dramatic narrative could cause more reactance
Reduce the magnitude of the request in the gain/loss frame message so reactance is less
Segment audience to “reactance proneness” ~ may be better than sensation seeking
Provide empathy in message
Next time…
Discuss Social Judgement Theory
Please read Ch. 8
Reminders:
Exam 2 on 10/13
