persuasion attitude change through communication attitude change through communication
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PersuasionPersuasion
Attitude change through Attitude change through communicationcommunication
Operation Iraqi Freedom LeafletsOperation Iraqi Freedom Leaflets
Elaboration Likelihood Model (Petty Elaboration Likelihood Model (Petty & Cacioppo, 1986)& Cacioppo, 1986)
Central route processing –persuasion Central route processing –persuasion depends on the logic, merit, or depends on the logic, merit, or strength of the arguments.strength of the arguments.
Peripheral route processing- Peripheral route processing- persuasion depends on cues persuasion depends on cues unrelated to the strength or quality unrelated to the strength or quality of the arguments.of the arguments.
Elaboration Likelihood ModelElaboration Likelihood Model
Central route leads to more enduring Central route leads to more enduring attitude change.attitude change.
For central processing to occur, the For central processing to occur, the recipient must be motivated and able recipient must be motivated and able to analyze the message content.to analyze the message content.
Elements of PersuasionElements of Persuasion
The communicatorThe communicator CredibilityCredibility
The Sleeper Effect:The Sleeper Effect:
Low credibility msg…………Low credibility msg…………time………………….acceptancetime………………….acceptance
Elements of PersuasionElements of Persuasion
The communicatorThe communicator AttractivenessAttractiveness
Elements of PersuasionElements of Persuasion
The MessageThe Message Amount of InfoAmount of Info Emotional contentEmotional content
The Pen StudyThe Pen Study
Pen/High Pen/High InvolvementInvolvement
Coffee/Low Coffee/Low InvolvementInvolvement
HappyHappy
NeutralNeutral
Elements of PersuasionElements of Persuasion
RepetitionRepetition Mere exposure effect-the tendency for Mere exposure effect-the tendency for
novel stimuli to be liked more after novel stimuli to be liked more after repeated exposurerepeated exposure
Order of Presentation: Primacy vs. Order of Presentation: Primacy vs. RecencyRecency
Message#1
Message#2
ResponseMessage
#1Accepted
Message#1
Message#2
ResponseMessage
#2Accepted
Time
Time
Primacy effect predicted:
Recency effect predicted:
The message recipientThe message recipient Involvement in the issueInvolvement in the issue ForewarningForewarning Attitude inoculation – exposure to weak Attitude inoculation – exposure to weak
persuasive attacks makes people more persuasive attacks makes people more resistant to stronger attacks.resistant to stronger attacks.
Need for cognitionNeed for cognition
The Need for Cognition ScaleThe Need for Cognition Scale
1. Thinking is not my idea of fun.1. Thinking is not my idea of fun. 1 2 3 4 1 2 3 4
Strongly disagree strongly agreeStrongly disagree strongly agree
2. I like tasks that require little thought 2. I like tasks that require little thought once I’ve learned them.once I’ve learned them.
1 2 3 41 2 3 4Strongly disagree strongly agreeStrongly disagree strongly agree
Summary: Elaboration Likelihood Summary: Elaboration Likelihood ModelModel
PersuasiveAppeal
Central Route
PeripheralRoute
Analytical & Analytical & motivatedmotivated
High effort: High effort: Elaborate, Elaborate, agree, or agree, or counter-counter-argueargue
Cogent Cogent arguments arguments evoke evoke enduring enduring agreementagreement
Not Not analytical analytical or involvedor involved
Low effort: Low effort: Use Use peripheral peripheral cues, rule-cues, rule-of-thumb of-thumb heuristicsheuristics
Cues Cues trigger trigger liking and liking and acceptance, acceptance, often only often only temporarilytemporarily
Audience Processing Persuasion
Response
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