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11 Cards in this Set
- Front
- Back
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What is Persuasion
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- The process by which attitudes are changed are changed
oThe mediator between persuasive info and behavioral change |
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What are attitudes (attitude construct?)
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- A general predisposition to evaluate other things favorably or unfavorable
oThe mediator btw persuasive info. And behavioral change |
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Carl Hovland
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Identified moderating variables (gender, age)
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Hyman & Sheatsley
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Found persuasive messages had to overcome psychchological barriers.
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Paul Lazarsfeld
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Media primarily reinforce existing attitudes rather than change them
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Theory of Cognitive Dissonance
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-When attitude and action become inconsistent:
oResulting anxiety that must be resolved oAttitude change occurs to resolve anxiety ( A friend asks you to put up poster for a political candidate you dislike) |
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McGuires COM/Persuasion Matrix Model
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-Attitude change occurs in steps
oModel outlines inputs and outputs oInfluence decreases for each step -Shortcomings: oLack of detail on process of yielding oAssumes variables are sequential -Research shows variables have opp. Effects on reception vs. yielding |
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Cognitive Response Theory
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-Two Key issues
oLow correlations for learning and persuasion oProcesses responsible for yielding -Learning a new message is not enough to make us yield to it -Attitude change (or yielding depends) on what we think about the message- our cognitive response -Impact depends on *Articulate and rehearse our thoughts oValence (pos/neg) of thinking |
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The Elaboration Likelihood Model
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-Explains persuasion by likelihood of a person to elaborate (cognitively)
-Two distinct routes o Central route- careful thinking o Peripheral route – w/o careful thinking -Change from the central route: (have motivation and ability) o Stranger, more lasting, more predictive o Results from the quality of the arguments -Change from peripheral (don’t have motivation and ability) o Weaker and short lasting o Results from various heuristic (simple rules of thumb that helps us make decisions) -Two factors affecting elaboration o Motivation o Ability |
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Theory of Reasoned Action and Theory of Planned Behavior
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-Intention to behave and subsequent behaviors are predicted by:
o Attitudes toward behavior o Normative beliefs à or perceptions of how influential others will view the behavior |
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Extended Parallel Process Model
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-Fear appeals have 2 components: a threat and a recommended response
o Threat motivates action o Response efficacy determines nature of the action - As long as perceived efficacy is stranger than perceive threat, people will change behavior to control danger |
