COMM 339 -- Persuasion

Dr. Lee McGaan  

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Fall 2016 Office Hours:   MWF:  9:30 - 10am, 11am - Noon & 1 -2pm TTh:  2-3pm & by apt.  |  copyright (c) by Lee McGaan, 2006-2016

More Message Strategies - Persuasive Appeals


1.      "If you want an inch, ask for a mile (sometimes) AP 22

1.      ask for a lot when source credibility is high

2.      ask for a moderate change (social judgment theory) when sources credibility is not esp. high


2.      One side or two?(AP 23)

1.      Use two sides for more knowledgeable audiences and refute opponents view (inoculate)

2.      Use one side for audiences already firmly on your side

3.      Use two sides for audiences somewhat opposed

4.      If you are the leader, maybe you donít want to give the competition free publicity

5.      In message dense environments, go one-sided, since weighting arguments isnít going to occur anyway.


3.      Reveal your thesis early on or not?

1.      If thereís a chance your point will be missed or confused, reveal early

2.      If you are confident the audience will turn off if they know your position, withhold thesis until later

3.      But remember, sometimes people respect a messenger who is forthright in opposing them if he is respectful


4.      Fear - more is better if ...(AP 24)    Note the effect of lower self-esteem (reduces imact of fear)

1.      message contains specific recommendations to avoid threat

2.      the recommendation is perceived as effective

3.      the receiver believes that he/she can follow the recommendation


5. The Granfalloon (AP 25) --creating the (artificial) in-group / out-group  (Minimum group paradigm)

1.      reference groups

2.      co-option


Last updated 3/20/2016