A detailed summary of all lectures in the first semester and the first four chapters from the reader used in class. It defines and explains all important models and theories. All research papers that have been discussed are also summarized in detail.
Week 1. Introduction, Attitudes, Integrated Model of Behavioral Prediction
Lecture 1 - Chapter 1 “Convincing documents”
Influencing behavior
● how to get people to do something:
○ no freedom: threat of violence
○ very limited freedom: legal provisions
○ considerable freedom: transfer of information
● 3 responsibilities of speaker:
○ invention (gathering & selecting information)
○ dispositio (structuring the selected information)
○ elocutio (putting the info into words)
Persuasion
➢ “Successful intentional effort at influencing another’s mental state through
communication in a circumstance in which the persuadee has some measure of
freedom” (O’Keefe, 2002)
➢ persuasion can only be said to have occurred if the persuadee had an alternative
➢ intention to influence: THE distinguishing feature between persuasive & informative
Functions of documents
● informative (e.g. brochure about disease)
○ communication principle: clarity, honesty, efficiency & relevance
○ persuasive: more likely to think about it because the flyer informed us
● instructive (e.g. how to wear something properly)
○ goal is not persuasion
○ but unintentionally persuade: more likely to buy baby wrap
● persuasive (e.g. fund-raising email from unicef or wwf)
○ intended to persuade certain audience
Persuasive documents
➢ “designed with the aim of influencing readers’ attitudes through the transfer of
information, with the readers having a certain degree of freedom”
Directive vs. non-directive communication
● directive: intended to make the target group draw particular conclusion
● non-directive: no intention to steer people towards particular conclusion
Measurability or knowability of behavior
● Structure of target group
- size & heterogeneity of group
● Costs of target group
- costs of behavior change
- costs perceived as low, their resistance to adopting behavior will decrease
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