CMST 1A03 Lecture Notes - Lecture 11: Social Judgment Theory, Press Release, Cognitive Dissonance

• School: McMaster University
• Department: Communication Studies
• Course: CMST 1A03
• Professor: Terry Flynn

Document Summary

Persuasion the process of moivaing someone, through communicaion and relaionship building to change a paricular aitude, belief, value or behaviour. According to jenifer morrow: central part of being human, use it to help represent people who cant represent themselves . Persuasion is not coercive: you"re not holding a gun to someone"s head telling them to do something you wish, it will not work and is also illegal, not forcing someone to do something. Persuasion is usually incremental: social judgment theory explanaion of aitude change 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. Sympathizers trust you 75% of the ime. Straddlers siing on the fence, don"t really have an opinion. Skepics trust you 25% of the ime 75% distrust always want proof. Screamers 0 trust fully formed opinion nothing done will change their mind.