Summary
Samenvatting Persuasieve Communicatie
- Course
- Institution
Een volledige samenvatting van persuasieve communicatie van de hoorcolleges, microlectures en het boek.
[Show more]
Seller
Follow
kaatjevanderhorst
Reviews received
Content preview
Week 1: Microlectures Microlecture: Persuasive communication introduction.
o Recall & recognize.
o Who says what in which channel to whom, with what effect? (Lasswell)
o Yale model of persuasion:
Content, source, recipients.
1. attention to message. 2. understand the message. 3. acceptance of
message (attitude). 4. retain attitude. Je attitude moet positief blijven.
--> behaviour.
o Communication persuasion matrix (McGuire).
Source, content, recipients, channel. 13 stappen.
1. exposure to message.
13. permanent behaviour change.
Kansen vergroten dat een message die jij maakt succesvol is.
Week 2:
Microlecture: attitudes.
o Attitude: positive or negative evaluation. Niet direct observeerbaar.
o Conative response (behaviour).
o Cognitive response (thoughts, beliefs, opinions).
o Affective response (emotions, feelings).
o Dual process model:
Zwakke attitude = oppervlakkig denken. (easy to change, hard to
remember).
Sterke attitude = diep denken. (difficult to change, easy to remember).
System 1: intuitive processing, automatic processing.
System 2: analytical processing, controlled processing. (reasoned
cognitive evalutation).
o Elaboration Likelihood model:
Perifere route en centrale route.
o Heuristic-systematic model:
Vuistregel van informatie opnemen.
Microlecture: Theory of planned behaviour.
o Behavioural beliefs: expectancy-value of consequences --> attitude.
o Attitude --> intention --> behaviour.
o Social norms: injunctive en discriptive norms --> intention --> behaviour.
o Perceived behavioural control (self-efficacy) --> intention --> behaviour.
o Cognitieve attitude en affectieve attitude (leuk om naar de gym te gaan).
Microlecture: Persuasive argumentation.
o Een vorm van communicatie die argumenten gebruikt als manieren om
anderen te overtuigen of overhalen.
o Wanneer zijn argumenten ervaren als persuasief?
Sender --> message --> reveiver.
o Message:
, 1. kwaliteit van argumenten:
Deductief vs inductief
Sterk vs zwak
Valid vs invalid
2. positie
3. herhaling:
Als je het bericht vaak ziet onthoud je het goed.
Te veel zien = negatieve attitude.
4. Figures of speach.
o Sender:
Geloofwaardigheid: expertise, sympathie, reliability.
o Reveiver: (ELM centrale route)
Expectancy: wat verwacht je van het bericht?
Value: wat is het je waard?
Importance: hoe belangrijk is het?
Motivatie: wil ik hier tijd en energie in steken?
Microlecture: Elaboration Likelihood model
o High involved = centrale route.
o Low involved = perifere route.
1. Sterke, belangrijke argumenten = goed voor low en high
2. Kritische of zwakke argumenten = goed voor high
3. info gegeven door atleet = goed voor low
o Celebrity endorsment: athletes --> movie stars --> tv personalities.
Celebrity: low involvement, familiarity, likeability, expertise.
Ordinary person: product properties, high involvement.
Week 3:
Microlecture: Cognitieve heuristieken
o Heuristieken: simpele vuistregels that guide our behaviour.
1. triggered by external stimuli.
2. quick way to come to a decision.
3. adative. Help to respond effectively.
Scheelt veel tijd en energie.
o Representativeness heuristic
Sinaasappelsap kopen ander land --> koopt degene die meest op
jouwe lijkt.
o Availability heuristic
Studenten overschatten hoeveel alcohol er wordt gedronken.
Herinnerd de gene die veel drinken dan sinaasappelsap drinkers.
o Anchoring and adjustment heuristic
Eerste nummer dat je ziet is het anker, je past de tweede die je ziet
daar op aan. (ook more-is-better).
o More-is-better heuristic
Sinaasappelsap ene merk is duurder dus dat zal beter zijn.
o Affect heuristic
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller kaatjevanderhorst. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.70. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
56326 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now