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Chapter 10

Persuasion

Research Tradition

Carl Hovland
Effects

change Moderating variables that act upon the persuasive process

of persuasive messages on attitude

H. Hyman and P. Sheatsley


Found

that in order to be successful in changing attitudes, persuasive messages had to overcome certain psychological barriers
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Research Tradition (Contd)

P. Lazarsfeld and his colleagues


Media

messages serve primarily to reinforce existing attitudes rather than change them.

Recent research has shown that persuasion is a complicated process in which the receptivity of the receiver is important.

Attitude

The all-important mediator that stands between the acquisition of new persuasive information and subsequent behavioral change

Theory of Cognitive Dissonance

Attitude and action become inconsistent with one another This inconsistency causes anxiety that must be resolved.
L.

Festinger

Persuasion Models

McGuires Communication/ Persuasion Matrix Model Cognitive Response Theory The Elaboration Likelihood Model

McGuires Communication/ Persuasion Matrix Model

Explains persuasion effects by identifying inputs and outputs Shortcomings:


Lack

of detail regarding the process of yielding to a new attitude Assumes that the input and output variables are sequential

Cognitive Response Theory

Attempts to amend the matrix model An audience member yields to a new attitude depending upon cognitive responses to the message. Problem:
In

some cases persuasion occurs even though the audience member isnt thinking about the content of a message.
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The Elaboration Likelihood Model

Explains the process of persuasion by identifying the likelihood of a person to elaborate cognitively 2 distinct routes lead to persuasion:
Central Peripheral

ELM: Central Route to Persuasion

Considerable cognitive effort for the audience member Attitude changes resulting from the central route show common characteristics:

Accessibility Persistence Behavioral Predictability Resistance to change

Leads to long-term attitude changes

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ELM: Peripheral Route to Persuasion

Does not involve considerable cognitive effort May occur in many ways
Simple

cues Use of experts Bandwagon effect

Leads to short-term attitude changes


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Elements That Make Persuasion Effective


Relevance to the audience Using questions rather than assertions Using several sources to support arguments

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Peripheral Cue Variables


1.

2. 3.

4. 5.

The likeability or attractiveness of the message source The credibility of the source The number of arguments the message contained The length of the arguments The degree to which the position is supported by others
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The Role of Variables

For persuasion to occur, three factors must be present:


Source Message Recipient

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Variables

Source factor variables:


Attractiveness Credibility

of the source

Message factor variables:


All

informational items in a message

Recipient factor variables:


Persons

mood at the time the message is received

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Models That Link Attitudes and Actions

Reasoned action and planned behavior model


Two

criteria decide whether people will act appropriately or not:


Their attitude toward the behavior How others will view the behavior

Automatic activation model


Behavior

follows automatically whenever an attitude comes to mind


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Recent Research and Future Trends

Message-based persuasion and motives that produce attitude change or resistance Gender differences and emotions and their influence in the persuasion process Link between attitudes and persuasion Variables involved in the persuasion process
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