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Chapter Six: Selectivity and Attribution

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Selectivity


Reasons For Selective Exposure

Proximity (we select things close to us)

Utility (we select things we can use)

Involvement (we select things related to topics

we are involved in)

Reinforcement (we select things that reinforce

what we already believe)


Reasons For Selective Attention

Attention Span Novelty (unusual things attract attention)Concreteness (abstract ideas bores,

concrete ideas attracts attention)Size (bigger draws more attention)Duration (brief messages are missed, long

messages exceed a receiver’s attention span, moderate messages are just right)


Reasons For Selective Perception

Ambiguity of Messages (message is imprecise and open to misinterpretation)

Lack of Message Redundancy Lack of Receiver Schemata Previous Experiences (life experiences color

our interpretation of a message)Expectancies (anticipation of a future

occurrence) and Biases (unjustified evaluation)


Reasons For Selective Retention

Lack of HighlightingLack of Redundancy Lack of Schemata Lack of Concrete Application Principles of Primacy and Recency


Selective Recall

Storage

Retrieval


Causal Attribution

Causal Attribution: The perception process by which we make sense out of the behavior of others.

Process of Uncertainty Reduction


Attribution Sources

Internal Factors: When we attribute a person's behavior to internal causes, we are attributing the person's behavior to her or his personality.

External Factors: Attributing people's behavior to external factors explains their behavior as caused by certain situational influences, which may include other people with whom they are associated.


Attribution ConditionsConsensus: Whether the individual acts in a

way similar to the way other people act in a given situation.

Consistency: Whether the individual behaves the same way in the same situation at different times.

Distinctiveness: Whether the individual behaves the same way in different situations.


Basic Attribution Error

The basic attribution error occurs when we attribute the causes of our own behavior to external factors and the causes of another person's behavior to internal causes.


Chapter Seven: Understanding and Influencing

Attitudes and Behaviors


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AttitudesA predisposition to respond to people, ideas, or objects in an evaluative way.

►Predisposition (an attitude is a tendency that we have to do something).

► Evaluate (making judgments of good or bad, desirable or undesirable, likable or unlikable).


BeliefsOur perception of reality about whether something is true or false.

Belief has to do with our perceptions of reality; whereas, attitude has to do with our evaluation of that reality.


Values

Right and Wrong and Good and Bad

Highly resistant to change

Our enduring conceptions of the nature of right and wrong, good and bad.


Dimensions of Attitudes, Beliefs, and Values

DirectionoPositive, Negative, or Neutral

Intensity: The strength of attitudes, beliefs, or values about people, ideas, or objects.

Salience: Perceived importance of an attitude, a belief, or a value to the individual.


Reinforcement Theory

Reinforcement theory maintains that we respond to various stimuli according to whether these responses lead to rewarding or non-rewarding results for us.

► Reward

► Punishment


Principle of Consistency

Our perceptions of a source and its message are, to some extent, a function of how consistent we view our attitudes to be with those of the source.


Balance TheoryA person needs consistency or "balance"

among her or his attitudes, beliefs, and values. When a person becomes aware of

inconsistency or "imbalance" among attitudes, beliefs, and values, this leads to a state of tension.

A person will seek to reduce this tension by altering one or more attitudes, beliefs, or values.


X

A B


Willie & Hank

Willie & Hank are discussing the Iraq War.


X

A B

+

(-)

Does A like B?

Agreement about Topic?


X

A B

+

(-)

+

+

+

(-)

Balanced


X

A B

+

(-)

-

-

-

(+)

Balanced


X

A B

+

(-)

+

+

-

(+)

Unbalanced


X

A B

+

(-)

-

-

Unbalanced

+

(-)


Consistency

Inconsistency is present in a communicative situation in which the receiver perceives that the source expresses attitudes different from what he or she expected the source would express.


►This inconsistency is likely to cause some tension in the receiver, tension that is potential ly detrimental to communication outcomes.

►To alleviate this tension so that outcomes can be better achieved, the receiver must somehow resolve the inconsistency.


Resolving Inconsistency

Change attitude about the topic.Change attitude about the

source.Leave the field completely.


Chapter Eight: Power and Influence


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Influence

When a source causes a person to alter his or her thinking or behavior as a result of accidental, expressive, or rhetorical communication.


3 Types of Influence


Compliance

Level of influence where a person accepts another’s request because he or she can see either potential reward for complying or potential punishment for not complying.


Identification

When a person accepts another’s request because he or she identifies with and wants to establish a relationship with that particular person or group.


Internalization

When a person accepts another’s request because he or she has adopted a way of thinking or behaving because it is intrinsically rewarding and is similar to that person’s value system.


Power &

Influence


PowerCapacity of “A” to influence the behavior of “B” so that “B” does things he/she would not otherwise do. (French & Raven)

The degree to which we believe a source can control our thoughts, feelings, or behavior. (Textbook)


French & Raven’s Five Bases of Power


Coercive

Form of power where an individual’s expectations that he or she will be punished by another if he or she does not conform to that person’s influence attempt.


Reward

Form of power where an individual’s perception of another’s ability to mediate rewards for her or him.


Legitimate

Form of power where an individual’s perceptions of another’s right to influence or prescribed behavior for her or him has been granted by some person or body of people outside the immediate relationship.


Expert

Form of power where an individual’s perceptions of another’s competence and knowledge in specific areas.


Referent

Form of power where an individual grants another individual the ability to influence her or him because he or she desires to be like the person who is doing the influencing.


Power and Influence

Five Basesof Power

Levels of Influence

Compliance Identification Internalization

Coercive X

Reward X

Legitimate X

Referent X X X

Expert X X X


Power in the Classroom

-Virginia P. Richmond

-Patricia Kearney

-Timothy Plax

-James C. McCroskey


BATs and BAMs (pp. 167-169)

Behavior Alteration Techniques

(BATs)

Behavior Alteration Messages

(BAMs)


Beyond French & Raven


Relational Power

Form of power where influence occurs because of the nature of the relationship and the desire to please another within the relationship.


Moral Responsibility

Form of power that rests on an individual’s perceptions of responsibility to others – to a relationship, to one’s family, to one’s job, etc….

chapter 6 7 8

Education

persons behavior

strength of attitudes

dimensions of attitudes

attention size

external factors

internal causes

consistency inconsistency

attributing peoples