Increase motivation by:
- situation
- issue
- personal
- personality
- message (text structure, rhetorical questions, self-referencing)
a text is vivid when:
- concrete and imaginable
- evokes feelings
- close to readers heart
Attitude change
Result of change in the beliefs underlying the attitude
Arguments must be able to
- infer that arguments are being presented
- identify the specific type of argument
- apply the evaluation criteria relvant to that type of argument
Two types of behaviour (salovey)
- prevention behaviourqconcerns the behaviour people must pefrom to prevent negative outcomes
- detection behaviour: to find out whether you have ap articular medical condition or not
Two sender intentinos:
- communicative intention: the sender’s intention to communicate
- informative intention: what is it that the message sender wants the reciptient to believe
What is culture?
The collective mental programming which distinguishes members of one group or categroy from those of other groups or categories.
Individualistic
relationship between individuals are loose and everyone is expected to take care of themselves
collectivitic
society in which people are integrated into strong, cohesive groups, offering life-long support in exchange for loyalty
Uncertainty avoidance
extent to which the members of a culture feel threatenend by uncertain or unknown situations
power distance
extent to which less poweful members of institutions or organizations expect and accept that power is unequally distributed.
masculine cultures vs. femine
social sex roles are different. vs. gender roles overlap, woman and men are supposd to be modest, tender and concerned with quality of life.
Certain risks with concluding dimensions:
- stereotypical
- over time
- not representative
High context cultures
messages are implicit and indirect and require context for understanding.
Low context cultures
messages are generally conveyed directly and explicitly and do not require context to be understood.
