Targeting an audience: A discussion of relevant variables and a test of priming

Abstract

“Targeting an Audience: A Discussion of Relevant Variables and a Test of Priming” is a teaching activity created to further students’ knowledge of persuasive message reception and priming—a persuasion tactic often used in advertising by brands. Explanations of intended courses, learning objectives, and rationale are provided to help instructors understand why this activity may be impactful in their classrooms. Additionally, advice for facilitating the activity, including information on the materials, preparation, and a breakdown of the activity’s two parts, is provided as a guide for instructors to add this activity to their lesson plan. This activity was written for submission after successful facilitation in a graduate-level communication course, although applications extend beyond this level. An appraisal of the activity suggests limitations and variations of the activity. Originally developed as part of an instructional discussion for a graduate seminar in persuasion, “Targeting an Audience: A Discussion of Relevant Variables and a Test of Priming” is presented in this manuscript as an engaging activity to introduce any college-level student to the ideas of persuasive message reception and priming. Myers et al. (A curricular view of communication course offerings of national communication association department members. Communication Education, 70(4), 421–434, 2021) found persuasion to be the second most commonly offered course among National Communication Association department members, which may suggest that materials and activities to teach persuasion, such as presented in this manuscript, are in high demand.

Courses: This activity is intended for use as part of a persuasive communication course lesson in which persuasive message effects on receivers are discussed. Although originally developed for a graduate seminar in persuasion, this activity may also be facilitated in undergraduate persuasion or introductory communication courses.

Objectives: By participating in this activity, students will: (1) be able to define individual variables that influence a message receiver; (2) understand the effect of the variables on message reception through discussion of basic research findings and personal experiences; (3) apply the variables to suggest the “target audience” of real-life advertising examples; and (4) understand that receivers are not blank slates.