(See related pages)
After reading this chapter, you should be able to:
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| 1. Explain how persuasion relates to the communication model. |
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| 2. Define persuasion and describe its purpose. |
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| 3. Distinguish among values, beliefs, and attitudes, and explain the purpose of each. |
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| 4. Explain what makes persuasion difficult. |
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| 5. Describe each of the strategies persuaders can use. |
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| 6. Describe specific techniques for building your credibility. |
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| 7. Briefly outline the seven ethical standards persuaders should follow. |