Persuasion can be used to change individuals' attitude toward an object or an issue, which refers to the categorization of an object or an issue along an evaluative dimension (from negative to positive. 1 attitude change: multiple roles for persuasion variables richard e petty ohio state university duane t wegener yale university overview the oj simpson trial of the century in the mid-1990s captured the attention of the. Elaboration likelihood model: a model of persuasion developed by richard petty and john cacciopo that considers the likelihood that a receiver will elaborate on message content, and considers the effects of message elaboration on attitude and behavioral change. If you're seeing this message, it means we're having trouble loading external resources on our website if you're behind a web filter, please make sure that the domains kastaticorg and kasandboxorg are unblocked.
Persuasion is a communicative activity thus, there must be a message for persuasion, as opposed to other forms of social infl uence, to occur life is packed with messages that change or infl uence attitudes. According to this model, if people react to a persuasive communication by reflecting on the content of the message and its supporting arguments, the subsequent attitude change is likely to be more firmly established and more resistant to counterpersuasion. Persuasive messages that attempt to change people's attitudes by arousing their fears heuristic-systematic model of persuasion an explanation of the two ways in which persuasive communications can cause attitude change: either systematically processing the merits of the arguments or using mental shortcuts (heuristics), such as experts are. The peripheral route to persuasion occurs when the listener decides whether to agree with the message based on other cues besides the strength of the arguments or ideas in the message for example, a listener may decide to agree with a message because the source appears to be an expert, or is attractive.
Cognitive routes: a message can appeal to an individual's cognitive evaluation to help change an attitude in the central route to persuasion the individual is presented with the data and motivated to evaluate the data and arrive at an attitude changing conclusion. This chapter reviews the research on attitude change from what traditionally have been two separate areas of inquiry, the study of message-based persuasion and the study of social inﬂuence. Message was a successful strategy for producing attitude change, and these changes persisted longer than changes based on pas- sive exposure to a communication.
Lecture: i persuasion a basically a change in attitude, which may lead to a change in behavior b 2 approaches to persuasion. Persuasion can also be interpreted as using one's personal or positional resources to change people's behaviors or attitudes systematic persuasion is the process through which attitudes or beliefs are leveraged by appeals to logic and reason. According to schwerin and newell, behavioral change 'obviously cannot occur without [attitude change] having taken place for a long time, social psychologists have been interested in the nature of successful versus unsuccessful persuasion.
Disguise: messages are more persuasive if they don't appear to be intended to persuade or influence as they can sidestep psychological reactance (hence the power of overheard arguments to change minds. To assess the success of persuasive messages under different circumstances, an analysis of variance (anova) is performed on the attitudes toward a topic presented via an oral message three factors were predicted to affect attitude change: motivational relevance, source, and argument content.
Figure 46 spontaneous attitude change occurs as a direct or affective response to the message, whereas thoughtful attitude change is based on our cognitive elaboration of the message. For example, suppose one of your friends likes (has a favorable attitude toward) gore and you want to change that attitude knowing your friend's beliefs and attitudes can help change his or her attitude. Persuasion is attitude change and influence is behavior change central route to persuasion occurs when interested ppl focus on the arguments and respond with favorable thoughts. In social psychology, the yale attitude change approach (also known as the yale attitude change model) is the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages.