Summary

Persuasive Communication Book and Micro Lecture Summary

40 views 2 purchases

Course
Persuasive Communication

Institution
Universiteit Van Amsterdam (UvA)

This summary of 78 pages contains all the necessary content from the book readings (Van der Pligt & Vliek, 2017) as well as the weekly micro lectures. It includes the most important theories and tables that are important for the literature review and exam.

[Show more]

Preview 4 out of 78 pages

View example

Uploaded on September 29, 2022
Number of pages 78
Written in 2021/2022
Type Summary

persuasive communication
persuasive
commsci
communication
micro lectures
communication science
year 2
pc
van der pligt amp vliek

Institution
Universiteit van Amsterdam (UvA)
Education
Communicatiewetenschap
Course
Persuasive Communication

chirineharrabi

Member since 2 year 76 documents sold

CA$11.55

Added

Add to cart

Add to wishlist

100% satisfaction guarantee
Immediately available after payment
Both online and in PDF
No strings attached

Persuasive Communication

Week 1. Wednesday

Execution and e ects of message design - DRS. A. Van Der Lee

2.1 Models describing the persuasion process

AIDA-model:
This model describes the persuasion process in four steps:
1. Attract Attention
2. Maintain Interest
3. Create Desire
4. Get Action
Every step is considered essential for the following one.
Other models too assumed such a hierarchy for instance DAGMAR
Steps cannot be skipped or passed through in another sequence.
From 1969 on recipients were more and more viewed as active information processors.
The passive-receiver concept implies receivers to absorb content.
The active-receiver concept stresses the recipient as using his or her own cognitive
system when new information is processed.

2.2 McGuire’s communication/persuasion matrix

Input Factors

Output Factors Source Content Recipient Channel
1. Exposure to message
2. Attention for message
3. Attitude towards ad
4. Interest in content
5. Understanding/
Comprehension
6. Generating own
thoughts
7. Attitude towards
message content
8. Storing attitude in
memory
9. Retrieving attitude
from memory
10. Behavioural
intention

ff

, 11. Behaviour
12. Evaluation of
behaviour
13. Permanent behaviour
change

Who says what, via what medium, to whom, and directed at which kind of behaviour?

5 Elements can be distinguished:
1. Source (who)
2. Message (what)
3. Channel (medium)
4. Receiver (whom)
5. Target (kind of behaviour)

They form the input factors of McGuire’s communication/persuasion matrix
Through the matrix the e ect of variation in input factors (e.g. message) on one or more
output steps (e.g. attitude change) of the communication process can be established.
Therefore, the matrix forms a valuable categorisation of knowledge and research in the
eld of communication.
McGuire’s matrix is considered no more than a framework to organise knowledge on
communication e ects.

…a conceptual framework within which emerging knowledge of the communication
process can be organised.

The matrix serves only as a framework.
The matrix does not explain what will be the e ect of variation in a speci c input factor.

2.3 The input factor message

It is impossible to take all input and output factors into account.
A choice has been made for one of the ve output factors: source, message, receiver,
channel, and target.
The reason for this is that the person who conveys the message is not necessarily the
same as the source where the message originated.
The sponsor of the ad (usually in the form of a manufacturer or the government) is
considered the source.
In other words, in my de nition source is not equal to the purported source, but the actual
sender.
The spokesperson, on the other hand, is considered part of the message.
The source of the message (i.e. spokesperson) can be determined as the answer to the
question: “Who says so?”.

fi ff fiff fi ff fi

, The name of the sender though - usually in combination with a logo - is often part of the
message.

2.4 The output steps

The communication/persuasion matrix
2.5 Towards a de nition of communication e ects

A total of nine persuasion e ects are distinguished in this project.
These communication e ects can be found in the left column of Figure 2.1.
The di erence between the communication e ects is only theoretical.

2.6 Attention

Attention according to Franzen is the process by which the unconscious processing of
stimuli from our environment is interrupted.
Therefore, there is contact between the stimulus and the receiver.
Attention is guided by intentional as well as unintentional cognitive process.
Franzen et al label these phases primary and secondary attention.
One and the same input factor can have a di erent e ect on both attention processes.
Once our attention is caught fear appeals enhances our focus on the message.

ff fi ff ff ffff ff ff

, Primary attention:
Receivers incidentally process messages with minimal cognitive activity.
Primary attention can be considered the rst step in the processing of information.
Primary attention is thus de ned as: Minimal cognitive activity during which the receiver
decides to continue or terminate the established contact with the stimulus.
This kind of attention is sometimes also referred to as browsing and scanning.

Secondary attention:
…the process of sense perception of the advertising execution with a certain direction
and duration that is consciously chosen and by which the perceived stimulus is stored in
short term memory and possibly in long term memory.
With direction and duration it is meant that the receiver focused on some object and that
this focusing lasts for a speci c time period which can be measured.
The attention paid to the stimulus is consciously chosen by the receiver.
The process of sense perception of the advertising execution with a certain direction and
duration is consciously chosen by the receiver.

2.7 Interest

Interest in and appreciation of the message itself refers to the individual’s cognitive
reactions immediately after exposure to the communication.
De nition of the concept of interest: Arousal based on the product advertised and/or The
evaluative response to a particular exposure occasion measured immediately after
exposure to the communication.
The concept of interest consists of two components:
1. Interest in the product (What can the product do for me?)
2. Interest in the advertisement (interest in the communication)

2.8 Comprehension

The extend to which knowledge and meaning are activated or developed within the
receiver by the message.

2.9 Elaboration

Remember Elaboration Likelihood Model.
The extend to which the individual carefully scrutinises the issue-relevant arguments in the
persuasive communication.
Individuals draws upon prior knowledge and experience
This means that elaboration is what the recipient adds to the message.

fi

fi fi fi

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 chirineharrabi. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for CA$11.55. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

79978 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling

Summary

Persuasive Communication Book and Micro Lecture Summary

Document information

Subjects

Written for

Seller

Reviews received

Content preview