Communication- Argumentation and Persuasion
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COM470_Week6_Thursday_Fall2020.pptxCOM 470: Argumentation and Persuasion
Week 2, Thursday, 10/1
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Agenda
Social Judgment Theory
Activity
Reminders:
Class on Tuesday, 10/6 will be a flipped-classroom
Materials under Week 7 to read, along with Ch. 11
Exam 2 is on 10/13
Review will be on 10/8
Review guide posted on Blackboard
Start at :48
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Ego Involvement and the Latitudes
As level of ego-involvement INCREASES,
Size of Latitude of Rejection will INCREASE
Size of Latitude of Acceptance will DECREASE
Size of Latitude of Noncommitment will DECREASE
Highly involved person will find many positions objectionable, and have a large attitude of rejection
Assimilation Effect
Different reactions occur when judging a position and your ego-involvement
Assimilation Effect
Receiver perceives the position being advocated for as being closer to his or her position than it actually is
A position communicated in the latitude of acceptance is more likely to be assimilated
Effect increased with high ego-involvement
Contrast effect
Different reactions occur when judging a position and your ego-involvement
Contrast Effect
Receiver perceives the position being advocated for as being further from his or her position than it actually is
A positon in the latitude of rejection is more likely to be impacted by the contrast effect
Effect increased with high ego-involvement
Both assimilation and contrast effects can be minimized when a message’s position is clearly stated.
Attitude Change Effects
Messages in the latitude of rejection will produce no change and may even have a boomerang effect
The discrepancy between the persuader and receiver’s position influences attitude change
Within the latitude of acceptance, a greater discrepancy will produce more attitude change, but outside of this latitude, it is likely to produce unfavorable change
Activity
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See Blackboard under Week 6 for handout for instructions. Please work in groups of 2-3 to answer the questions.
We will discuss answers as a class.
Next time….
Discuss Elaboration Likelihood Model
Class on Tuesday, 10/6 will be a flipped-classroom
Materials under Week 7 to read, along with Ch. 11
Reminders:
Exam 2 is on 10/13
Review will be on 10/8
Review guide posted on Blackboard
