A. Hovland's Learning Theory (4 steps) (AP ch.2 p. 27)
1.
2.
3.
4.
B. McGuire’s - 2 Stage Theory
1. reception stage -
2. yielding stage -
C. Identity Emotive Model (
4 steps)
1.
2.
3.
4.
III.
Consistency Theories
- Inconsistent cognitions create
pressure for (mental) change, thus persuasion.
A. Balance theory - Heider
1.
Valance of relationships
between Source, Cognition, & Receiver can cause change
S
/ \
C ------ R
2. Premises
a. imbalance is unpleasant
b. we're "driven" to reduce imbalance
in some ways
c. Methods of coping with imbalance
(1)
(2)
(3)
(4)
3.
4. Strengths of the model
a.
b.
5. Weakness of the model
a.
b.
c.
B.
Congruity
Theory -
Osgood's improvement on Heider's Balance
Theory.
(S and C below refer to the receiver's view of
source and cognition)
1. Osgood's Research Conclusions:
a. both source and cognition shift valance
toward each other; the more extreme one moves the most.
b. a positive-valanced source suffers
credibility damage when trying to persuade people of a less positively-valanced
cognition. (e.g. a popular politician supporting social security cuts)
c. a source can improve credibility by favoring
a more positively-valanced cognition (e.g. politicians wrapping themselves in
the flag)
2. Weaknesses:
a.
b.
3. Strengths:
a.
b.
c.
C. Cognitive Dissonance:
Leon Festinger
(AP ch. 4)
This is one of the most researched persuasion
theories. Festinger took Osgood's theory and concluded that the receiver's
view of the source is just one more kind of "cognition."
1.
Cognitions can have three relationships
a.
dissonant
b.
consonant
c.
irrelevant
--
and dissonance causes tension ---> pressure for change.
2.
Methods of coping with imbalance by receivers
a.
seek social support or evidence for our preferred opinion
b.
misperceive source's position
c.
compartmentalize the difference
d.
attempt to change the source's view
3.
Case 1 -- Decisions
(e.g. choice of car)
4.
Case 2 - Involuntary exposure to counter information --
dissonance is high if:
a.
b.
and
c.
5.
Case 3 - Social support (Confronting a source who
disagrees with you) Dissonance is high
if:
a.
the person is highly liked and
b.
the issue is important.
c.
note sleeper and boomerang effects
6.
Case 4 -- Forced compliance - offer rewards for doing
something disliked (or punishments)
a.
when reward is low; persuasion is high if act is done
b.
when reward is high; persuasion is high if act is NOT done
c.
Note the effect of rhetorical overkill
d.
self persuasion again is at work here
e.
if source is disliked but you go along, higher persuasion
IV.
Perceptual Theories
A. Social Judgment Theory - assimilation & contrast
1. When persuasive effort falls within the
latitude of acceptance, change occurs (like congruity) -- assimilation
2. When persuasive effort falls in the latitude
of rejection, a contrast effect occurs - boomerang
3.
size of latitudes is influenced by centrality of belief & attitude.
B. Attribution Theory - how we attribute motives, actions, affects our
interpretations and, thus, persuades. Effects --
1.
2.
3.
V. Fishbein-Ajzen Theory
of Reasoned Action -- Behavior-Attitude
Discrepancy
A. behavior is the result of attitude toward
object AND
B. attitude toward behavior
C. and behavior involves belief/attitude
complexes
1. Will the behavior accomplish what I want,
2. Will I risk something,
3. Are there constraints on my actions,
4. Do I have the knowledge of how to act,
5. Are there competing values,
6. Have I made public commitments that
influence my action,
7.
inertia, etc.
D.
Persuasion is the result of an implicit or explicit
“cost-benefit
analysis.”
