Communication always has some effect on one or more persons involved in the communication act. For every communication act, there is some consequence. Generally three types of effects are distinguished.
■ Intellectual (or cognitive) effects are changes in your thinking. When you acquire information from a class lecture, for example, the effect is largely intellectual.
■ Affective effects are changes in your attitudes, values, beliefs, and emotions. Thus, when you become frightened when watching the latest horror movie, its effect is largely affective. Similarly, after a great experience with, say, a person of another culture, your feelings about that culture may change. Again, the effect is largely affective (but perhaps also intellectual).
■ Psychomotor effects are changes in behaviors such as, for example, learning new dance movements, to throw a curve ball, to paint a room, or to use different verbal and nonverbal behaviors.
These effects are not separate; rather, they interact. In many cases, a single message—say, a public speech on homelessness—may inform you (intellectual effect), move you to feel differently (affective effect), and lead you to be more generous when you come upon a homeless person (psychomotor effect).
■ Intellectual (or cognitive) effects are changes in your thinking. When you acquire information from a class lecture, for example, the effect is largely intellectual.
■ Affective effects are changes in your attitudes, values, beliefs, and emotions. Thus, when you become frightened when watching the latest horror movie, its effect is largely affective. Similarly, after a great experience with, say, a person of another culture, your feelings about that culture may change. Again, the effect is largely affective (but perhaps also intellectual).
■ Psychomotor effects are changes in behaviors such as, for example, learning new dance movements, to throw a curve ball, to paint a room, or to use different verbal and nonverbal behaviors.
These effects are not separate; rather, they interact. In many cases, a single message—say, a public speech on homelessness—may inform you (intellectual effect), move you to feel differently (affective effect), and lead you to be more generous when you come upon a homeless person (psychomotor effect).
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