updated 2/16/11
I.
Cognitive
- Rational Theories
( involves mental
processing)
A.
Rational Model
--
Aristotle and traditional rhetoric.
B
+ V &/or M = attitude - - - > behavior
B.
Elaboration Likelihood Model (ELM)
1.The
Two Routes to Persuasion
--
Persuasion depends on receiver
motivation to think/care, that is, personal relevance of the issue and
ability to think about the persuasive topic.
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Peripheral route -
you have low attention, little mental
processing occurs, less
persistent effects
Central route
- you are considering
the merits [elaboration] of the
arguments, higher attention and mental processing.
See Rational Model above
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The greater the individual's motivation and
ability to "elaborate" arguments, the more the central route
will be used.
II.
Learning
Theories
conditioning,
comprehension and incentives.
A.
Hovland's Learning Theory
1.
attract attention. 2. be understood and comprehended.
3. learn (recall) arguments
and accept them as true. 4. have an incentive to learn/ change.
B.
McGuire’s - 2 Stage Theory
1.
reception stage - attention and comprehension
2.
yielding stage - evaluation of source and arguments
C.
Identity Emotive Model
1.
the
message (ads) project an identity 2.
the message sets a context in which to enact an identity
3.
an
object (product) is linked with identity/situation/ mood
4.
justification of why object (product) is needed to achieve identity
by receiver
occurs.
III.
Consistency Theories -
inconsistent cognitions create pressure for change
A.
Balance theory - Heider
S
/ \
C ---- R
B.
Congruity Theory
- Osgood's
improvement on balance model.
When a source favors a
concept favorability of source and concept move toward each other on the
-3 to +3 persuasion continuum.
C.
Cognitive Dissonance:
Leon Festinger
Case
1 - Decisions (choice
of car)
Case
2 - Involuntary exposure to counter information
Case
3 - Social support (Confronting a source who disagrees with you)
Case
4 -- Forced compliance (offer rewards or punishments for doing
something not liked)
IV.
Perceptual Theories
A.
Social Judgment Theory - assimilation & contrast
1. Messages
falling in the Lattitude of Acceptance produce attitude change.
2.
Messages
falling in the Lattitude of Rejection produce NO attitude change or evan
a boomerang effect.
B.
Attribution Theory - how
we attribute motives, actions, affects our interpretations and, thus,
persuades. If the receiver
attributes a self-serving motive to the persuader, his/her credibility
declines and resistance to persuasion increases.
V.
Fishbein-Ajzen Theory of Reasoned
Action -- Behavior-Attitude
Discrepancy
Behavior
is the result of -- A. attitude toward object AND B.
attitude toward behavior
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