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Summary lectures Communication & Persuasion CPT-23306
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Summary lectures Communication & Persuasion CPT-23306
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Lectures CPTLecture 1: Introduction (28-20-2019)
Langer, Blank, & Chanowitz (1978): Explaining/’because’ makes people more willing .
Heuristics: shortcut in brain for automatic decision making (ex. prize).
6 Weapons of Influence (Cialdini, 2016):
o Reciprocity: Response to positive action with a positive action (ex. candy with
check)
o Scarcity: people want freedom of choice, respond negatively to restrictions,
and will then restore freedom.
o Authority: part of our socialization process. (ex. uniforms, titles, cars)
o Liking: association message with source, more likely to approve if we like the
source (ex. pretty people, similar people, seen before, trust).
o Consensus: Social proof, look what others do and determine the social norms.
o Commitment: Consistency
o 7e extra weapon: Unity: shared identity, wanting to be part of a group (ex.
family)
Dynamics of persuasion: Components are interrelated, receiver is active, context is
everything and knowledge about persuasion.
Lecture 2: Principles of Persuasion (31-10-2019)
Automatic behaviour: we use rules of thumb because we have learned that it is the right
behaviour most of the times
Fixed action patterns:
o Click and Whirr
Systems for thinking: 1= automatic response, 2= controlled response.
, Lectures CPT
Lecture 3: Rhetoric’s of Speech (4-11-2019)
Body language enhances message
Elements of inspiration:
o Connection to source or message (ex. love, affection)
o Openness
o Senses, heightened senses when inspired
o Energy, move forward or create something
AMP model:
o Message: context
o Audience
o Presenter: engage with audience, add soul, rhetoric (power of words), rule of
tree, alliterations, repeat short phases.
Grabbing attention
o Ask questions
o Shocking facts
o Tell a (personal) story
Lecture 4: Political Micro Targeting (PMT) (7-11-2019)
Personality-based Political Micro Targeting
OCEAN-model
o Openness: enjoy new experiences
o Conscientiousness: prefer plan and order
o Extraversion
o Agreeableness
o Neuroticism
Congruence Theory: individuals prefer external stimuli when they are congruent with
their own personal attributes or some aspects of their self-concept.
Political campaigns saw potential in tailoring messages to specific voters because it is
more Effective and more Efficient (money).
Risk of invasion of privacy and manipulation
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