COMM 2331 Study Guide - Midterm Guide: Selective Perception

• School: Ohio State University
• Department: Communication
• Course: COMM 2331
• Professor: All

Document Summary

Identification-individual motivated to seek relationship w/ source and adopts similar beliefs, attractiveness. Compliance-receiver accepts position advocated by source to receive rewards/avoid punishment, power. Sleeper effect of info-persuasiveness increases over time for low credibility sources (remember info, but not source) Major 2 sets of factors determine which models most appropro: Promotion supplies info, can lead to attitude formation/change. Build off pre-existing positive attitude to promote brand extension. Don"t form attitude until you begin to use. Ppl forced to buy something-don"t want to but need to. Low involvement, minimal differences among alternatives, mass media advertising=important. Must choose b/w 2 alternatives that=similar in quality but complex and have unknown attributes. Psychological process: motivation perception attitude formation integration learning. Shifts attention from (cid:498)what(cid:499) to (cid:498)how(cid:499) and (cid:498)why(cid:499) Individual differences-can influence what is remembered-subsequent cognitive associations/structures. Cognitive dissonance-we seek opinions that are consistent w/ our beliefs and avoid opinions that are not.