Chapter 10 Persuasion 1 Research Tradition Carl Hovland

Chapter 10 Persuasion 1

Research Tradition ¡ Carl Hovland l l ¡ Effects of persuasive messages on attitude change Moderating variables that act upon the persuasive process H. Hyman and P. Sheatsley l Found that in order to be successful in changing attitudes, persuasive messages had to overcome certain psychological barriers 2

Research Tradition (Cont’d) ¡ P. Lazarsfeld and his colleagues l ¡ Media messages serve primarily to reinforce existing attitudes rather than change them. Recent research has shown that persuasion is a complicated process in which the receptivity of the receiver is important. 3

Attitude ¡ The all-important mediator that stands between the acquisition of new persuasive information and subsequent behavioral change 4

Theory of Cognitive Dissonance Attitude and action become inconsistent with one another ¡ This inconsistency causes anxiety that must be resolved. ¡ l L. Festinger 5

Persuasion Models Mc. Guire’s Communication/ Persuasion Matrix Model ¡ Cognitive Response Theory ¡ The Elaboration Likelihood Model ¡ 6

Mc. Guire’s Communication/ Persuasion Matrix Model Explains persuasion effects by identifying inputs and outputs ¡ Shortcomings: ¡ l l Lack of detail regarding the process of yielding to a new attitude Assumes that the input and output variables are sequential 7

Cognitive Response Theory Attempts to amend the matrix model ¡ An audience member yields to a new attitude depending upon cognitive responses to the message. ¡ Problem: ¡ l In some cases persuasion occurs even though the audience member isn’t thinking about the content of a message. 8

The Elaboration Likelihood Model Explains the process of persuasion by identifying the likelihood of a person to elaborate cognitively ¡ 2 distinct routes lead to persuasion: ¡ l l Central Peripheral 9

ELM: Central Route to Persuasion ¡ ¡ Considerable cognitive effort for the audience member Attitude changes resulting from the central route show common characteristics: l l ¡ Accessibility Persistence Behavioral Predictability Resistance to change Leads to long-term attitude changes 10

ELM: Peripheral Route to Persuasion Does not involve considerable cognitive effort ¡ May occur in many ways ¡ l l l ¡ Simple cues Use of experts Bandwagon effect Leads to short-term attitude changes 11

Elements That Make Persuasion Effective Relevance to the audience ¡ Using questions rather than assertions ¡ Using several sources to support arguments ¡ 12

“Peripheral Cue” Variables 1. 2. 3. 4. 5. The likeability or attractiveness of the message source The credibility of the source The number of arguments the message contained The length of the arguments The degree to which the position is supported by others 13

The Role of Variables ¡ For persuasion to occur, three factors must be present: l l l Source Message Recipient 14

Variables ¡ Source factor variables: l l ¡ Message factor variables: l ¡ Attractiveness of the source Credibility All informational items in a message Recipient factor variables: l Person’s mood at the time the message is received 15

Models That Link Attitudes and Actions ¡ Reasoned action and planned behavior model l Two criteria decide whether people will act appropriately or not: Their attitude toward the behavior ¡ How others will view the behavior ¡ ¡ Automatic activation model l Behavior follows automatically whenever an attitude comes to mind 16

Recent Research and Future Trends Message-based persuasion and motives that produce attitude change or resistance ¡ Gender differences and emotions and their influence in the persuasion process ¡ Link between attitudes and persuasion ¡ Variables involved in the persuasion process ¡ 17