CMST 1A03 Lecture Notes - Lecture 3: Ad Hominem, Argument From Authority, Social Judgment Theory
10 Mar 2016
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Document Summary
Persuasion is the process of moivaing someone, through communicaion, and relaionship building, to change a paricular belief, value or behaviour. It is not the same thing as coercion. Explanaion of aitude changes that posits that opinions will change only in small increments and only when the target opinions lie within the receiver"s laitudes of acceptance and non-commitment. Anchor: the posiion supported by audience members before a persuasion atempt. Laitudes of acceptance: in social judgment theory, statements that a receiver would not reject. Laitudes of rejecion: in social judgement theory, statements that a receiver could not accept. Laitudes of non-commitment: statements that a receiver would not care strongly about one way or another. Message: a central theme, idea or value that is transmited to receivers through persuasive communicaion. Ethical persuasion: persuasion in an audience"s best interest that does not depend on false or misleading informaion to induce change.
