1 説得のコミュニケーション コミュニケーション学概論 Lecture 7 (Dec 15, 2017) Definitions of Persuasion Features of Persuasion ¤ ¤ ¤ Freedom ¤Measure of Freedom ¤ Free will ¤ Free choice ¤ Voluntary action Communication ¤The effects are achieved through communication ¤Medium of language ¤Medium of nonverbal language Attitude Change p Persuasion is ordinary conceived of as involving influencing others by influencing their mental states (rather than by somehow influencing their conduct directly) p The aim is to change what people think (and then what they do)
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説得のコミュニケーション
コミュニケーション学概論
Lecture 7 (Dec 15, 2017)
Definitions of Persuasion
Features of Persuasion
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Freedom
¤Measure of Freedom¤ Free will¤ Free choice¤ Voluntary action
Communication
¤The effects are achieved through communication
¤Medium of language
¤Medium of nonverbal language
Attitude Change
p Persuasion is ordinary conceived of as involving influencing others by influencing their mental states (rather than by somehow influencing their conduct directly)
p The aim is to change what people think(and then what they do)
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What is influenced?
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What is the real target of persuasion?
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Three Dimensions of Persuasion Process
① Response Process② Response Process③ Response Process
differentiating aspects of o or x and holding different attitudes toward different aspects
Differentiation( P ) Jason
Kathy ( O ) ( X ) Smoking
Initial Imbalanced Situation
Cognitive Differentiation ( P ) J
K’s background ( O ) ( X ) SK’s personal attribute ( O )
態度の重みAttitude Extremity and Inequality
P
O X
+3 +3
Incongruity = 6
P
O X
+1 +3
Incongruity = 4P
O X
+3 +1
Incongruity = 4
Theory of Cognitive Dissonance(Festinger, 1957)
“Can changes in behavior affect subsequent attitudes?
The answer is most definitely yes, under certain circumstances.
“Try it, you’ll like it !”
¤ Post-decisional theory
¤ Influence of BEHAVIOR on ATTITUDE
¤ Counter Attitudinal Advocacy (CAA)
¤ Concerned with the relations among cognitive elements (also called “cognitions” = any belief, opinion, attitude, or piece of knowledge about anything)
¤ Three possible relations b/w any two cognitive elements:
¤ Irrelevant : have nothing to do with each other¤ Consonant (consistent) : they might hang together,
form a package.¤ Dissonant (inconsistent) : the opposite of one
elements follows from the other
Theory of Cognitive Dissonance(Festinger, 1957)
Relationships b/w cognitions
University tuition will increase next year (BELIEF)
I like Swiss chocolate (ATTITUDE)
Irrelevant
Golf is a noble game (BELIEF)
I like playing golf (ATTITUDE)
Consonant
Smoking causes cancer (BELIEF)
I smoke (ATTITUDE / BEHAVIOR)
Dissonant
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三つの前提
(1) ⼈は「認知的調和」を求める⽣き物である(People have a need for cognitive consistency)
(2) 「認知的不協和」が⽣じると、⼈は「⼼理的不快」を感じる (When cognitive inconsistency exists, people experience psychological discomfort)
(3) 「⼼理的不快感」は、これを解消して「認知的調和」を取り戻そうとする強い動機として働く (Psychological discomfort motivatespeople to resolve the inconsistency and restore cognitive balance.)
Factors influencing the Magnitude of Dissonance(1) Relative Proportion
•Reduces anxiety
•Makes you appear cool
•Tastes good
•Causes cancer
•Expensive
Consonant Cluster Dissonant Cluster
I smoke (ATTITUDE / BEHAVIOR)
Factors influencing the Magnitude of Dissonance(2) Importance of the element(s)