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12 Cards in this Set

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  • Back

Persuasion

Examines the process of attitude formation and change in audience members and the modification of behaviour based upon attitude change. Persuasive messages are intentional.

3 steps in successful persuasion

Developed by Carl Hovland. 1. Listeners must pay attention to the message. 2. They must comprehend the message. 3. They must accept the message.

Two Step Flow

Developed by Paul Lazarsfeld. Media messages can persuade opinion leaders, who then persuade the communities that they lead.

Attitude and its role in persuasion

Attitude is the person's abstract evaluation of an object. Attitude is the most important aspect in the process of persuasion. IF new information changes a persons attitude then behaviour change is likely.

Cognitive Dissonance

Occurs when attitude and action become inconsistent with one another. Eg, if you believe homosexuality is sinful, but then socialize with gay people who you like, you can ease the cognitive dissonance by changing your attitude towards the gay community.

Emotions role in persuasion

Persuasive messages that contain emotional messages can be very powerful. Emotions are very important in the formation of changes of attitudes. A happy or sad state of mind can determine how confident one is in one's attitudes and therefore affect the persuasive process.

McGuire's Matrix Models + Shortcomings

Explains persuasion effects by measuring inputs and outputs. Inputs are controlled by person attempting to persuade. Outputs are controlled by the audience. Shortcomings include lack of detail regarding the process of yielding to new attitudes. Inputs and outputs are also sequential (input leads to output and attitude change) but this is not true.

ELM and the two routes

Developed by Petty and Cacioppo. Central route and peripheral route. Central route requires cognitive effort and relies on logic. When attitude changes come from the central route they are persistent, accessible, predictable and resistant to change. Peripheral route uses appeals to emotion, use of experts and the bandwagon effect to change attitudes. Attitude changes are not as long lasting or strong.

Bandwagon Effect

One of the factors influencing attitude changes in the peripheral route. If other people believe that something is true, then you will as well.

Social Judgment Theory

A "historical relic" (no longer used.) People make various judgments about different views on a topic. Eg. I might believe abortion is okay, but my judgment of other beliefs on this topic is not the same as other people who agree with me.

Theory of Reasoned Action

People decide to behave in a certain way based on 1) their own attitude towards the behaviour, 2) perceptions about how their behaviour will be viewed. Eventually revised to the theory of planned behaviour, which included the perceived amount of control a person had over the behaviour.

Protection Motivation Theory

Developed to assess what makes people act in protective behaviours (safe sex, buckling seatbelt.) Two main factors: how high the threat is perceived to be, and how effective the protective action is perceived to be.