160792
Description
Mind Map by amelia-toh, updated more than 1 year ago
|
Created by amelia-toh
over 11 years ago
|
|
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
Media attachments
Want to create your own Mind Maps for free with GoConqr? Learn more.