Chapter 5: Persuasion Approaches Cont'

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Chapter 5 Persuasion Approaches Cont.

• COM 4480 Communication Theory
• February 14, 2007

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Chapter 5 Persuasion

• Cognitive Dissonance Theory
• Who?
• Leon Festinger (late 1950s)
• Balance Models
• Self-Concept and Issue Relevance

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Chapter 5 Persuasion

• Cognitive Dissonance Theory
• Resolving or Reducing Dissonance
• Change _____________________________
• Change
• _______________
• _________________________________
• Discount _________________________
• or ___________________________

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Chapter 5 Persuasion

• Cognitive Dissonances Cousin
• Selective Exposure Theory

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Chapter 5 Persuasion

• Social Judgment Theory
• Muzafer Sherif (1960s)
• Anchor
• Latitude of Acceptance
• Latitude of Rejection
• Latitude of Non-commitment
• Ego-involvement
• High vs. Low
• Assimilation
• Contrast Effect