COMM 1000: Module 8 - Persuasion

Ethos

Credibility as a speaker.

Pathos

Appealing to people's emotions.

Logos

Using logical reasoning to persuade.

Persuasion

A process involving one or more persons creating, reinforcing, modifying, or extinguishing beliefs, attitudes, intentions, motivations, and/or behaviors in a communication context.

Attitude

A learned predisposition to respond favorably or unfavorably toward some attitude object.

Psychological consistency

The preference for consistency in beliefs and behaviors.

Cognitive Dissonance

The state of having inconsistent beliefs leading to a discomfort.

Consonant beliefs

Beliefs that are consistent with one another.

Dissonant beliefs

Beliefs that are inconsistent and at odds.

Reciprocity

A compliance gaining strategy where one party does something in expectation of a return.

The consistency principle

A compliance strategy indicating that one has always done something.

Foot-in-the-door technique

A persuasion strategy where agreeing to a small request increases compliance with a larger request.

Door-in-the-face technique

A tactic where an outrageous request is made first, followed by a smaller, more reasonable request.

Lowballing

Starts with a smaller request and then changes the terms after agreement.

Credibility

Trustworthiness, expertise, and goodwill in communication.

Marketing mix

Elements of marketing strategy: Customer, Cost, Convenience, Communication.

Advertising

One-way communication to promote products, services, and branding.

Owned media

Media that a company controls to promote its offerings.

Earned media

Positive attention from press or media that the company did not pay for.

Public Relations

Influencing, engaging, and building relationships to shape public perception.

Corporate Communications

A sub-discipline of PR focused on communication within and outside an organization.