Week 1: Persuasive knowledge
2021年9月7日 19:42
https://uva-live.zoom.us/j/89408807448
Exposure: opportunity to see
Attention: consistenly pay attention to
Attitude on ad: likeliabily
Attitude on content:
History：
Inoculation theory （McGuire）：presentation, attention, comprehension, yielding.
McGuire uses the medical term ‘inoculation’ to indicate that especially weak arguments
might act like a ‘virus’, triggering a cognitive reaction which actually protects, reinforces
and helps to maintain an existing attitude.
Cognitive response theory （Greenwald）：Such information is often coupled and
分区 persuasive 的第 1 页
,Cognitive response theory （Greenwald）：Such information is often coupled and
compared with existing attitudes and preferences, and possibly even integrated into them.
It is these interim processes which determine whether, in the end, a person’s attitude and
behaviour will be modified.
The cognitive response model shows that learning our cognitive responses to
persuasion provides a basis for understanding the persisting effects of
communication. Greenwald’s theory states that we remember our cognitive
responses better than actual information presented to us. Simply put, we are better
at remembering our thoughts about an argument during the argument, rather than
the actual argument itself.
+ Satisfication （AIDAS）
分区 persuasive 的第 2 页
, 分区 persuasive 的第 3 页
2021年9月7日 19:42
https://uva-live.zoom.us/j/89408807448
Exposure: opportunity to see
Attention: consistenly pay attention to
Attitude on ad: likeliabily
Attitude on content:
History：
Inoculation theory （McGuire）：presentation, attention, comprehension, yielding.
McGuire uses the medical term ‘inoculation’ to indicate that especially weak arguments
might act like a ‘virus’, triggering a cognitive reaction which actually protects, reinforces
and helps to maintain an existing attitude.
Cognitive response theory （Greenwald）：Such information is often coupled and
分区 persuasive 的第 1 页
,Cognitive response theory （Greenwald）：Such information is often coupled and
compared with existing attitudes and preferences, and possibly even integrated into them.
It is these interim processes which determine whether, in the end, a person’s attitude and
behaviour will be modified.
The cognitive response model shows that learning our cognitive responses to
persuasion provides a basis for understanding the persisting effects of
communication. Greenwald’s theory states that we remember our cognitive
responses better than actual information presented to us. Simply put, we are better
at remembering our thoughts about an argument during the argument, rather than
the actual argument itself.
+ Satisfication （AIDAS）
分区 persuasive 的第 2 页
, 分区 persuasive 的第 3 页
