-
process of persuasion/attitude change elements (4)
- source (person sending message)
- receiver/audience (people receiving)
- message (info transmitted)
- Channel (medium used)
-
Source factors (3)
- credibility
- trustworthiness
- likability/attractiveness
-
Message factors (3)
- validity effect (repeating statement makes it seem true)
- two-sided arguments are more effective
- often try to evoke fear/ emotional response (smoking)
-
Receiver/audience factors
- forewarning/expectation (expect sellers to persuade removes strength of persuasiveness)
- resistance - when advocating the opposite response of receivers initial belifs
- central route - better for high level thinkers
- peripheral route - better for self conscious people
-
Two processes of persuasion
- Central route
- peripheral route
-
central route (5)
what part of attitude?
- high elaboration
- evaluation of argument
- strength and quality of argument
- high personal relevance
- eg drink driving ads
process of persuasion
-
Peripheral route (4)
what part of attitude?
- low elaboration
- unimportant issues
- no evaluation of argument
- eg fast food ads/cosmetic ads
process of persuasion
-
define Bi direction relationship is what? (2)
part of attitude?
- attitudes affect behaviours - behaviours affect attitudes
- eg don't go shopping (behaviour) because don't like shopping (attitude). Don't like shopping (attitude), so don't go shopping (behaviour).
attitude change
-
3 factors affecting bi-directional relationship
- strength
- accessibility
- specificity
-
define strength
3 factors affecting strength
part of attitude?
- stronger the attitude, more affected the behaviour
- - how informed we are
- - how attitude was formed
- - how accesible they are
factor affecting bi-directional relationship
-
define accessibility (2)
part of attitude?
- more accessible an attitude is, more likely to influence behaviour
- can be conscious, cues from environment, or automatic
factor affecting bi-directional relationship
-
define specificity
part of attitude?
for attitudes to predict behaviour - must specifically relate to behaviour
factor affecting bi-directional relationship
-
Must consider for bi-directional relationship (2)
- ambivalence (pos and neg attitude to same thing)
- social situation (affects how freely we express our attitude)
-
Define Bi-Directional relationship
a deliberate process of decision making that influences the attitude
-
Dual process of persuasion is based on what?
4 assumptions
-
Assumption 1 of dual process of persuasion:
- Two distinct modes of thinking:
- Systematic: carefull and effortly thinking. thought process is active and alert
- Heuristic: not thinking carefully, skimming surface
-
Assumption 2 of dual process of persuasion:
- situational and personality variables affect chosen mode of thinking
- can change between two modes
- thought process driven by situation or personality predispositions
-
Assumption 3: of dual process of persuasion:
name
what it is
- Persuasion effects received differently depending on what type of thinking is used
- systematic look for arguments (facts, examples, reasoning and logic)
- Heuristic mode look for cues (attractiveness, friendliness, expertise of source)
- Depending on receiver's mode, some persuasion won't work
-
Assumption 4 of dual process of persuasion:
which works better
Persuasion through systematic mode is more persistent over time, more resistant to change, and more predictive of behaviour than heuristic
-
Fact on systematic thinking
arguments can differentiate between receiver
-
Implications of Dual Process of persuassion:
- 1. Monitor and control the mental
- 2. Match the right influence tool (arguments/cues) with their mental state (Systematic/heuristic)
- 3. When in doubt, take the peripheral route
- 4. Develop arguments from the point of view of the reader
|
|