Samenvatting
Summary Persuasive Communication
Summary based on the reader provided by RUG and the lecturer we got in the first block. Complete and touches upon every subject the exam will be on.
[Meer zien]Voorbeeld 2 van de 13 pagina's
Voorbeeld 2 van de 13 pagina's
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Voorbeeld van de inhoud
1 Convincing DocumentsPersuasion: successful intentional effort at influencing another’s mental state
(attitude/evaluative judgment) through communication in a circumstance in which the
persuadee has some measure of freedom
Persuasive documents are aimed at convincing/influencing the reader, informative/instructive
documents can have persuasive elements, but are not created with persuasion in mind
The 4 instruments available to the government when aiming at behavioral influencing
1. financial
2. private law
3. direct regulation
4. social regulation
The 2 dimensions/’communicating vessels’ distinguished in these instruments
1. enforcement burden
2. personal responsibility
→ enforcement burden when instrument doesn’t appeal to citizen’s personal responsibility
Urgent situations → direct regulation
Less urgent situations → choice in instrument, with following dimensions playing a role
1. measurability of the behavior: do/will people abide?
2. structure of the target group: is the size/heterogeneity of the group overseeable?
3. costs for the target group: does the enforcement appeal to the group?
(communication feasible if group can be convinced of advantages of promoted behavior)
The 4 criteria of the communication principle:
1. clarity
2. honesty
3. efficiency
4. relevance
Directive communication (persuasive): intended to make group draw a certain conclusion
Non-directive communication (informative): group can make up their own mind
Writer/speaker gathers/selects, structures and puts info into words
→ controls effectiveness by controlling content, structure and style
The 7 steps to a successful campaign
1. conducting formative research: identify determinants of target behavior and the
conditions under which this is exhibited and pretest the message in the group
2. using theory/models: are there general rules for your target group? etc.
3. segmenting the target group: divide into subgroups (similar approach)
4. using an appropriate message design
5. choosing appropriate channels
6. controlling the process
7. conduct good evaluation research: why/what did/didn’t work? etc.
‘Effect size’: the greater the effect, the greater the practical relevance
→ explicit commercials are more convincing
, 2 Determinants of Behavior
Determinants are attitude, perceived norm and self-efficacy, but these create together the
‘intention’, these are determined by beliefs (about consequences, opinions, skills)
→ intention together with skills and environmental constraints; reasoned behavior
→ beliefs about attitude; primary beliefs
Reasoned behavior
→ three determinants/RAT (Reasoned Action Theory):
1. intention (willingness to consider)
→ three determinants: 1. attitude (most important in persuasion)
2. perceived norm
3. self-efficacy
2. skills
3. environmental constraints
→ attitude: ‘opinion of a certain behavior’
- two determinants: 1. likelihood that behavior leads to behavior
2. desirability of consequence after evaluation
- relatively stable representations in Long Term Memory (LTM)
- evaluative; contradictory
- associated with …
- based on direct experience/mere exposure
- can be based on reasoning
- ABC (fundamentals of attitudes): Affective component (feelings/emotions)
Behavioral component (why is *A* like that)
Cognitive component (knowledge/beliefs)
- goal attitudes; objects, indirect
behavioral attitudes; behavior (predicts behavior better), direct
- four functions: 1. instrumental: does the object make my life better?
2. knowledge; comparison to other products for quality check
3. ego defensive; set yourself up negatively towards other to
feel better about yourself
4. value-expressive; what values one cherishes
- implicit: automatic association between object and evaluation
explicit: rational deliberation process
- hard because … … people don’t always know attitude through introspection …
… people at times hide their true attitude …
… so you can use IAT (Implicit Association Test)
- fundamentals of attitude: - beliefs (split into accuracy and certainty)
- affects
- behaviors
- belief-based attitude models: A (attitude) = b (belief strength) + e (belief evaluation)
summative attitude models: A = (p (probability) x e (evaluation)) + (p x e) etc.
> help identify targets for persuasive appeals
→ perceived norm:
- what someone perceives as socially acceptable
1. injunctive/normative; ‘what do others want me to do?’
2. descriptive; ‘what do others do?’
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