Introduction to persuasion

Introduction to Persuasion ,[object Object],[object Object],[object Object]

What is persuassion ? ,[object Object],[object Object],[object Object],[object Object]

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P E R S U A S I O N : C O N S T A N C I E S & C H A N G E S

Contemporary persuasion differs from the past in these five ways: ,[object Object],[object Object],[object Object],[object Object],[object Object]

F O U N D A T I O N S O F P E R S U A S I O N

Defining Persuasion ,[object Object],[object Object],[object Object]

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Persuasion Coercion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Borderline cases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Understanding persuasion, coercion, and borderline cases of persuasion. Note that coercion can be negative or positive (as in smoking bans and enforcement of seat belt laws). Borderline cases focus on persuasion rather than coercion.They lie just outside the boundary of persuasion because the intent of the communicator is not to explicitly change an individual's attitude toward the issue, butis, instead, broader and more complex (see also Gass & Seiter, 1999).

Persuasive Communication Effects ,[object Object],shaping reinforcing changing responses

Reinforcing ,[object Object],[object Object]

Changing ,[object Object],[object Object]

HISTORICAL REVIEW OF PERSUASION SCHOLARSHIP ,[object Object],[object Object]

1. Ancient Greece: "It's All Sophos to Me" ,[object Object],[object Object]

advertisers, politicians, salespeople—who have to make a living, need practical knowledge to promote their products, and are suspicious of "shadowy" abstract concepts like truth (Kennedy, 1963). is the friend of all those who hate advertisements because they "lie" or stretch the truth. He is on the side of everyone who turns off the television during elections to stop the flow of "political speak,“ or candidates making any argument they can to win election. The Sophists (practical persuaders) Platonic thinking VS

The First Scientist of Persuasion ,[object Object],[object Object]

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[object Object],[object Object],2 . THE CONTEMPORARY STUDY OF PERSUASION

Researchers study persuasion in primarily two ways. ,[object Object]

3. THE PRESENT APPROACH ,[object Object],[object Object]

Introduction to persuasion

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Introduction to persuasion