COM 325 Week 2 Quiz - Questions
Questions and Answers | 2026 Update |
100% Correct.
Section 1: Persuasion and Influence Theories
1. What is the Yale Model of Persuasion?
Answer: Conducted by Hovland and associates at Yale, this was the first commitment to
a theory-driven approach to studying persuasion effects. The key question was "Who
said what to whom with what effect?" Hovland concluded that to be persuaded, humans
had to attend to, comprehend, learn, accept, and keep the message. A potential
problem is that this assumes people are like sponges, willing to accept any ideas
exposed to them .
2. What is the Elaboration Likelihood Model (ELM)?
Answer: The ELM tells us when people should be particularly likely or unlikely to
elaborate on persuasive messages. Elaboration refers to the extent to which the
individual thinks about or mentally modifies arguments contained in the
communication. It follows a continuum of elaboration likelihood .
3. What is Central Processing in the ELM?
Answer: When a person processes a message centrally, they use cognition to seriously
review the arguments. This usually means they feel highly involved regarding the
message and relate information to their own knowledge and values .
4. What is Peripheral Processing in the ELM?
Answer: Peripheral processing involves less cognitive effort, relying on superficial cues
such as the attractiveness of the speaker or simple heuristics rather than careful
examination of message content .
5. What are the key factors that determine processing strategy in ELM?
Answer: Motivation AND ability are the key factors that determine whether someone
processes centrally or peripherally .
, 6. Define Rhetoric.
Answer: Using language effectively and persuasively; social influence through
persuasion and compliance .
7. What is Logos?
Answer: Logical appeal - the use of logical argument in a message intended to
influence an audience .
8. What is Ethos?
Answer: Credibility appeal - the use of speaker characteristics like credibility and/or
charisma in a message intended to influence an audience .
9. What is Pathos?
Answer: Emotional appeal - the use of emotion and emotional engagement in a
message intended to influence an audience .
10. What is the Rhetorical Theory perspective?
Answer: The understanding of how humans use symbols to engage the communication
process and influence an audience .
Section 2: Verbal Communication and Language
11. What are the characteristics of verbal language?
Answer: 1) Symbolic, 2) Rule-based, 3) Can change or evolve, 4) Varies by
culture/context, 5) Language is complex .
12. How is language symbolic?
Answer: Language helps us understand or even share meaning with another person .
13. How is language rule-based?
Answer: A system of rules has developed that allows for the use of language to be more
standardized, making language easier to understand .
14. How can language change or evolve?
Answer: Words and phrases are constantly being created or changing, depending on
the habits and experiences of the people who speak that language .
Questions and Answers | 2026 Update |
100% Correct.
Section 1: Persuasion and Influence Theories
1. What is the Yale Model of Persuasion?
Answer: Conducted by Hovland and associates at Yale, this was the first commitment to
a theory-driven approach to studying persuasion effects. The key question was "Who
said what to whom with what effect?" Hovland concluded that to be persuaded, humans
had to attend to, comprehend, learn, accept, and keep the message. A potential
problem is that this assumes people are like sponges, willing to accept any ideas
exposed to them .
2. What is the Elaboration Likelihood Model (ELM)?
Answer: The ELM tells us when people should be particularly likely or unlikely to
elaborate on persuasive messages. Elaboration refers to the extent to which the
individual thinks about or mentally modifies arguments contained in the
communication. It follows a continuum of elaboration likelihood .
3. What is Central Processing in the ELM?
Answer: When a person processes a message centrally, they use cognition to seriously
review the arguments. This usually means they feel highly involved regarding the
message and relate information to their own knowledge and values .
4. What is Peripheral Processing in the ELM?
Answer: Peripheral processing involves less cognitive effort, relying on superficial cues
such as the attractiveness of the speaker or simple heuristics rather than careful
examination of message content .
5. What are the key factors that determine processing strategy in ELM?
Answer: Motivation AND ability are the key factors that determine whether someone
processes centrally or peripherally .
, 6. Define Rhetoric.
Answer: Using language effectively and persuasively; social influence through
persuasion and compliance .
7. What is Logos?
Answer: Logical appeal - the use of logical argument in a message intended to
influence an audience .
8. What is Ethos?
Answer: Credibility appeal - the use of speaker characteristics like credibility and/or
charisma in a message intended to influence an audience .
9. What is Pathos?
Answer: Emotional appeal - the use of emotion and emotional engagement in a
message intended to influence an audience .
10. What is the Rhetorical Theory perspective?
Answer: The understanding of how humans use symbols to engage the communication
process and influence an audience .
Section 2: Verbal Communication and Language
11. What are the characteristics of verbal language?
Answer: 1) Symbolic, 2) Rule-based, 3) Can change or evolve, 4) Varies by
culture/context, 5) Language is complex .
12. How is language symbolic?
Answer: Language helps us understand or even share meaning with another person .
13. How is language rule-based?
Answer: A system of rules has developed that allows for the use of language to be more
standardized, making language easier to understand .
14. How can language change or evolve?
Answer: Words and phrases are constantly being created or changing, depending on
the habits and experiences of the people who speak that language .
