5. Assimilation (persuasion) Closer the topic is to a person’s belief, the more similar it will appear than it actually is Farther the topic is to a person’s belief, the less similar it will appear than it actually is Contrast Effect (failure to persuade)
6. Wow! Now I can persuade him into buying me that watch I’ve always wanted! I smell new golf clubs! Sweet!
7. But what exactly determines their decision? (Umm…what if you can’t decide!)
8. Latitude of acceptance: acceptable statements (& own personal belief) Latitude of Noncommitment: neither accepted or rejected statements Latitude of Rejection: rejected statements These determine whether a person will assimilate or contrast a message
11. Political Intercultural Public Address Mass …and is used by many areas of communication! Small Group Public Relations Interpersonal Visual: advertising