Download e-book for iPad: Communication Yearbooks Vols 6-33 Set: Communication by Christina S. Beck

By Christina S. Beck

ISBN-10: 0415999618

ISBN-13: 9780415999618

The Communication Yearbook annuals put up various, state-of-the-discipline literature studies around the box of conversation. subsidized by means of the International communique Association, volumes provide insightful descriptions of analysis in addition to reflections at the implications of these findings for different components of the self-discipline. Editor Christina S. Beck offers a various, overseas choice of articles that spotlight empirical and theoretical intersections within the verbal exchange discipline.

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Extra info for Communication Yearbooks Vols 6-33 Set: Communication Yearbook 33 (Volume 33)

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Peripheral Processing According to the elaboration likelihood model (Petty & Cacioppo, 1986), if an individual lacks motivation or the ability to process deeply, he more likely processes peripherally and fails to seriously consider arguments presented in the message. If the unintended (or harmful) elements of a message happen to be the easiest to process and the intended (or helpful) elements of a message are the hardest to process, boomerang effects may occur in individuals low in motivation and ability.

In an experiment, this effect would emerge as an interaction, where the presence of both unintended and intended elements were necessary for a boomerang effect to emerge, rather than observing a main effect for one or the other. Additionally, because we believe that both unintended and intended elements can be processed (and then one “overrides” the other), the degree of the override can affect the magnitude of the effect. For example, if the unintended constructs are extremely powerful, and the intended are weak, a boomerang effect would be stronger than it would have been if the unintended constructs are only slightly powerful.

While we do believe that the intended effect might possibly come about accidentally after exposure to the message, these instances are rare and not necessarily indicative of a successful strategic message. An unintended effect, such as a boomerang effect, occurs when the receiver cognitively processes the message as intended, but then resists it. 1, path A). For example, an unintended effect may occur via psychological reactance. An individual who comprehends a message that is intended to curtail drug use may become angry (when he or she feels that his freedom to use drugs is threatened), experience reactance, and, after reactance arousal, might exhibit an unintended or boomerang effect in an effort to restore the freedom to use drugs.

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Communication Yearbooks Vols 6-33 Set: Communication Yearbook 33 (Volume 33) by Christina S. Beck


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