Dr. Gass
HCOM 535
Spring 2009
D=
irections:
You should study the following 10 essay questions. You will be asked to write on f=
our
of the questions in class. Yo=
u may
write notes on the back of this exam sheet only and bring it with yo=
u to
class. Your answers should
demonstrate your mastery of the material covered in class and in the assign=
ed
readings. Your answers should=
reveal
your ability to analyze studies for their strengths and weaknesses, and to
recognize interrelationships across research studies.
1=
. Select
one of Cialdini’s six major influence strategies (reciprocity,
commitment and consistency, social proof, liking and ingratiation, authorit=
y,
and scarcity) and explain how the strategy works by providing your own
real-life examples and illustrations of the strategy.
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2=
. Which
of Cialdini’s six “weapons of influence” do you think is =
the
most difficult to resist and why?
What are the best defenses against that strategy?
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3.
Identify and explain three reliable, if qualified, generalizations that can=
be
made about persuasion, social influence, or compliance gaining? Cite current research to support y=
our
answer.
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4=
. Select
any of the major theories discussed in chapter 4 of the Seiter & Gass
(2004) text, identify a key tenet or principle of the theory, and explain h=
ow
empirical studies have either confirmed, disconfirmed, modified, refined, or
extended that aspect of the theory. (Note: You may not select a theo=
ry
on which you reported to the class)
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5.
Explain two of the main criticisms of Petty & Cacioppo’s Elaborat=
ion
Likelihood Model, discuss how Petty & Cacioppo have responded to the
criticisms, and evaluate the adequacy of their responses.
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6.
Imagine you are a communication consultant for a politician running for the
state assembly. Your candidate is new on the political scene and the
underdog. The opponent is
well-established and the incumbent. Based on persuasion research, which
strategies would you advise your candidate to use and which to avoid?
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7.
Identify three counter-intuitive findings in the persuasion literatu=
re
and explain how knowledge of the findings could facilitate an influence
attempt. By “counterintuitive” I mean results that cut against =
the
grain of “common sense” or that run contrary to person-on-the-s=
treet
assumptions of persuasion.
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8.
Identify and explain some of the key variables that moderate or mediate<=
/u>
the relationship between credibility and persuasion.
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9=
. Select
any theory or model presented by another class member. Explain how that the=
ory
or model could be used to design and implement a persuasive campaign. The
campaign could be for a commercial product or service, a nonprofit group, a
political cause, a social movement, or other persuasive purpose.
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1=
0. How
have new media or emerging media changed the nature of persuasion? Identify
examples of such changes in a particular context, involving particular new
media (Internet, MySpace, Facebook, YouTube, Blogosphere, Texting, Internet
Messaging, etc.).