30 Minute Lecture Presentation
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Transcript of 30 Minute Lecture Presentation
![Page 1: 30 Minute Lecture Presentation](https://reader033.fdocuments.us/reader033/viewer/2022052116/587fa3eb1a28ab825e8b676b/html5/thumbnails/1.jpg)
Emotion and Persuasion
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Mood &
Central Processing
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1. Judgments of Expertise
Source expertise (a more peripheral cue) carries a greater weight than argument quality when the audience is experiencing a positive mood.
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2. Judgments of Argument Quality
This is not as influential when people are in positive moods compared to when they are in neutral moods.
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Explanations(neither one has been proven better than the other)
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1. Lack of Motivation
People like their good moods, so they may spend more energy thinking about maintaining them than about the quality of arguments in a message.
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2. Lack of Capacity
Positive moods activate positive memories, which reduce the person’s cognitive capacity to critically evaluate arguments from incoming messages.
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Fear Appeals
Appeals that emphasize possible harmful consequences that may befall the receivers if they do not make the attitude or behavioral choices recommended by the source.
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Effectiveness of Strong
vs.Weak
Appeals
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Messages that induce greater fear generally will enhance the effectiveness of the message
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Success at Arousing Fear
Some appeals may be shocking or gory and ineffective, but not necessarily because they arouse too much fear. The appeal actually has to arouse the fear.
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Perception of what Fearful
1. Fear is different for everyone. 2. Fear appeals also work differently on different groups.
-- ANTI-____ Ads aimed at teenagers and adults
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What is Risk?
Risk Deminis Principle
Risk = Hazard + Outrage
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Conditions Necessary
ForFear Appeals
to Work
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Severity of Threat
The consequences of not complying with the fear appeal must be severe enough to bring about action.
- IF you don’t comply you will DIE!!!!
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Audience Vulnerability to threat (relevance)
The threat must be relevant to the audience. The threat must directly effect the audience.
-- I’m invulnerable – nothing will hurt me!!!!
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The Audience is able to do Something
Doing what I say will alleviate the threat!
If you do not do what I say, you will be harmed by the threat!
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