II.
Learning
Theories Persuasion is really just a version of learning
the desired response to persuasive efforts (often using conditioning and
comprehension and incentives)
A. Hovland's Learning Theory
1. attract attention
2. be understood and comprehended
3. learn (recall)arguments and
accept them as trie
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
3.
both are necessary to persuade but some receiver characteristics are inversely
related to 1 and 2 (e.g. intelligence -- average is most persuadable)
C. Identity Emotive Model (
4 steps )
1. message (ads) project an identity
2. the message sets a context in which to enact
an identity
3. object (product) is linked with
identity/situation/ mood
4.
justification of why object (product) is needed to achieve identity by
receiver
III.
Consistency Theories
- Inconsistent cognitions create
pressure for (mental) change, thus persuasion.
A. Balance theory - Heider
1.
valance of relationships
(positive or negative)
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) change attitude toward C
(2) change attitude toward S
(3) devalue the message (it's biased,
inaccurate, etc.)
(4) doubt the significance of the imbalance
3. imbalance occurs if the number of -- s (neg.
valance) is odd
4. Strengths of the model
a. Explains source choice/credibility (e.g.
Michael Jordan) well
b. Is intuitively obvious and easy to use.
5. Weakness of the model
a. message variables are not accounted for
b. degree of attitude strength or centrality is
ignored
c. no way to tell which coping method will be
selected
B.
Congruity
Theory -
Osgood's adjustment to Heider's Balance
Theory.
(S and C below refer to the receiver's view of
source and cognition)
a. both source and cognition shift valance
toward each other, the more extreme moving the most.
b. a positive valanced source suffers
credibility damage when trying to persuade people of a less positively valanced
cognition. (e.g. a 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)
C.
Cognitive Dissonance:
Leon Festinger
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."
Thus, in this theory, consistency or inconsistency is a matter between
cognitions (ideas) in our heads (that include ideas about sources, issues,
values, motives, etc.).
1.
Cognitions can have three relationships
a.
dissonant
b.
consonant
c.
irrelevant
--
and dissonance causes tension ---> pressure to 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
(choice of car)
Dissonance is created by
recognizing the disadvantages of the product bought (car) vs
the advantages of the product(s)
not bought.
Common response? –
after your purchase you
read car ads for the model you bought.
4.
Case 2 - Involuntary exposure to counter information
(that casts doubt on what you currently believe) --
Dissonance is high if:
a.
the belief is important
b.
the information is incontestable
c.
the information is a direct contradiction
5.
Case 3 - Social support (Confronting a source who
disagrees with you) Dissonance is high
if:
a.
the person is highly liked by you
b.
the issue is important
There can be
sleeper and boomerang effects.
6.
Case 4 -- Forced compliance (offer rewards for doing
something not liked in)
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.
Self persuasion again is at work
here.
d.
Note the negative impact of
"rhetorical overkill"
e.
If source is disliked but you go along, higher persuasion
occurs.
IV.
Perceptual Theories
A. Social Judgment Theory - assimilation & contrast
1. When persuasive effort falls within the
latitude of acceptance, change occurs (like congruity)
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 and
actions to others and ourselves affects our
interpretations of the situation and, thus, persuades.
1. People
tend to discount the trustworthiness of persuaders when they believe their
actions are self-serving.
2. People
tend to infer attitudes, beliefs, and values from their own actions when they
believe those actions are not attributable to external causes.
3. Perceiving
oneself to have been subjected to powerful persuasive forces is often
sufficient to produce persuasion, whether this perception is illusory or not.
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.