Persuasion Set 4 - Message Factors

Increases the acceptability of an argument, either by:1) Careful scrutiny of the evidence "Great reference", or2) some Heuristic process "Whoa, they cited something"

Upside-down U

1) Persuader's credibility- If low credibility, early peak. If high, delayed peak.
2) Receiver's involvement- If highly involved, early peak. If lowly, delayed peak.

1) One-sided message2) Non-Refutational two-sided message: mention 2nd side without refuting it3) Refutational two-sided message

1) Refutational two-sided message2) One-sided message3) Non-refutational two-sided message#2 and #3 switch for advertising

Generally arouse greater fear.

Generally are more persuasive

Generally are more persuasiveMore intensity means more fear!

Refers to a person's motivations to adopt protective behaviors in the face of possible threats

1) Threat appraisal - assessment of threat2) Coping appraisal - assessment of response

1) Perceived threat severity2) Perceived threat vulnerability

1) Perceived response efficacy2) Perceived self-efficacy

1) Simultaneously2) Sequentiallyresearch is unsure...

1) Fear is causal - fear causes the persuasive outcome2) Fear is epiphenomenal - fear is another byproduct of the message material, but it is the beliefs about threat severity that cause the persuasive outcomeResearch is unsure...

Equal, with slight edge to Climax order