This slide corresponds with Wrench, McCroskey, and Richmond's (2008) Human Communication in Everyday Life: Explanations and Applications published by Allyn and Bacon.

2. Selectivity

13. Attitudes A 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).

14. Beliefs Our 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.

17. 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

18. 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.

20. X A B

21. Willie & Hank Willie & Hank are discussing the Iraq War.

22. X A B + (-) Does A like B? Agreement about Topic?

23. X A B + (-) + + + (-) Balanced

24. X A B + (-) - - - (+) Balanced

25. X A B + (-) + + - (+) Unbalanced

26. X A B + (-) - - Unbalanced + (-)

27. 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.

28. ► This inconsistency is likely to cause some tension in the receiver, tension that is potential­ly detrimental to communication outcomes. ► To alleviate this tension so that outcomes can be better achieved, the receiver must somehow resolve the inconsistency.

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

32. 3 Types of Influence

33. 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.

34. 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.

35. 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.

36. Power & Influence

37. Power Capacity 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)

38. French & Raven’s Five Bases of Power

39. 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.

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

41. 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.

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

43. 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.

44. Power and Influence X X X Expert X X X Referent X Legitimate X Reward X Coercive Internalization Identification Compliance Levels of Influence Five Bases of Power

47. Beyond French & Raven

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

49. 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….