JMC 1100 Lecture Notes - Lecture 4: Buzzfeed, Social Proof, Netflix

• School: University of Iowa
• Department: Journalism & Mass Communication
• Course: JMC 1100
• Professor: Rachel Young

Document Summary

Persuasion 2: what makes an effective persuasive message. What are three elements that persuasion aims to influence: attitudes (positive or negative, beliefs, behavior (what we do) What are three behavioral goals of persuasion: response shaping, response reinforcing, response changing. People might be persuaded by two routes: central route. Example: obama telling us about a certain policy: peripheral route. Example: coke on american idol or obamas buzzfeed video. 6 principles of persuasion: reciprocity, scarcity, authority, consistency and commitment, liking, consensus (social proof) Reciprocity- tip examplegiving a mint makes customers tip more. Netflix 1 free month (more likely to pay them back for it) Small cancer ribbon might feel obligated to donate. Scarcity- people want it more if less of it. Don"t tell people about the benefits, but what"s unique and what they"ll lose. Authority- signal to others what makes you a credible authority.