Persuasion Dr. K. A. Korb University of Jos

Outline McGuire’s Attitude Change Model Yale Programme Elaboration Likelihood Model (ELM) Fear Appeals Dr. K. A. Korb University of Jos

Persuasion Persuasion: Changing attitude and behavior based on exposure to information about the attitude Dr. K. A. Korb University of Jos

McGuire’s Model of Attitude Change (1968) Attention Comprehension Acceptance Dr. K. A. Korb University of Jos

Yale Conditions for Successful Persuasion Audience: Who is object of persuasion Source: Who is persuading Message Factors Dr. K. A. Korb University of Jos

Yale Programme Audience  Need for cognition  Ability  Motivation Source  Expertise  Trustworthiness  Likeability  Attractiveness Message  Organization  Content Dr. K. A. Korb University of Jos

Audience: Need for Cognition Need for Cognition: Extent which people enjoy effortful cognitive activities Dr. K. A. Korb University of Jos

Audience: Need for Cognition 1. I would prefer complex to simple problems. 2. Thinking is not my idea of fun. 3. I would rather do something that requires little thought that something that is sure to challenge my thinking abilities. 4. I like to have the responsibility of handling a situation that requires a lot of thinking. 5. I prefer my life to be filled with puzzles that I must solve. 6. I only think as hard as I have to. Dr. K. A. Korb University of Jos

Audience: Need for Cognition (Cacioppo, Petty, & Morris 1983) Dr. K. A. Korb University of Jos

Source Credibility (Hovland & Weiss, 1951) Dr. K. A. Korb University of Jos

Source Credibility Dr. K. A. Korb University of Jos

Source Credibility: Sleeper Effect (Reardon, 1981) Dr. K. A. Korb University of Jos

Source Credibility: Sleeper Effect Sleeper Effect: Persuasive message with a discounting cue results in higher persuasion over time Three necessary conditions for Sleeper Effect:  Message itself is persuasive  Discounting cue initially suppresses attitude change  Discounting cue must become dissociated from the message over time Sleeper Effect disappears if audience is reminded of the source Dr. K. A. Korb University of Jos

Source Attractiveness (Chaiken, 1979) Dr. K. A. Korb University of Jos

Message Organization  Introduction: Implicit  Main body One sided: Only give pros Two sided: Give pros, cons, and evidence against cons  Conclusion: Explicit Content Dr. K. A. Korb University of Jos

Message: Number and Quality of Arguments (Petty & Cacioppo, 1984) Weak Quality Strong Quality Dr. K. A. Korb University of Jos

Yale Programme Source Message Receiver AttentionComprehensionAcceptance AttitudeChange+BehaviorChange Dr. K. A. Korb University of Jos

Yale Programme Strength: Identify factors that influence persuasion  Much research confirmed conclusion Weakness: Does not explain how persuasion (acceptance) actually occurs Dr. K. A. Korb University of Jos

Educational Implications Source: Ensure you portray the following: expertise, trustworthiness, likeability Message:  Keep your lessons organized  Provide quality and many examples for your course content Dr. K. A. Korb University of Jos

Elaboration Likelihood Model (Petty & Cacioppo, 1980) Elaboration: Think about a message  More elaboration, less superficial cues influence attitude Two Routes to Change Attitudes  Central Route: Think carefully about an issue  Peripheral Route: Attitudes changed by superficial cues Attitudes changed through central route have different outcomes than attitudes changed from peripheral route Dr. K. A. Korb University of Jos

Elaboration Likelihood Model (Petty & Cacioppo, 1980) Central Route:  Attitudes change based on quality of argument  Attitudinal Outcomes Greater persistence Greater prediction of behavior Greater resistance to counter-persuasion Boomerang effect: Negative opinions of message  Possible if arguments are weak or false information Dr. K. A. Korb University of Jos

Elaboration Likelihood Model (Petty & Cacioppo, 1980) Peripheral Route: Attitudes changed by superficial cues Attractiveness Expert Endorsement Number of Arguments Dr. K. A. Korb University of Jos

Elaboration Likelihood Model Motivational Factors  Personal relevance of message  Need for cognition Ability Factors:  Availability of cognitive resources  Relevant knowledge High Motivation and Ability leads to central route Dr. K. A. Korb University of Jos

Elaboration Likelihood Model Strength: Identify conditions to determine what influences processing of persuasive message Weakness: Processing of message is not exclusively central or peripheral  Elaboration continuum: Low elaboration (low thought) to high elaboration (high thought) Dr. K. A. Korb University of Jos

Educational Implications Ensure students process information through the central route.  Motivation: Make lessons personally relevant  Ability Reduce distractions Ensure students have relevant background knowledge Dr. K. A. Korb University of Jos

Fear Appeals (Janis & Feshbach, 1953) Dr. K. A. Korb University of Jos

Fear Appeals (Janis & Feshbach, 1953) Dr. K. A. Korb University of Jos

Fear Appeals Consequences of not taking action are severe, but not exaggerated Problem is relevant to audience Suggest a specific action that can be taken to prevent the portrayed consequence Audience believes the proposed solution is effective Solution is easy Dr. K. A. Korb University of Jos

Bias Assimilation (Lord et al., 1979) Participants: Strong beliefs about capital punishment as deterrent against homicide Procedure: Read summary of two “authentic” research studies – one that supported and one did not. Also read a critique of each study. Findings: Students thought studies with same viewpoint were more convincing and better conducted than the opposing view Conclusion: After reading evidence on both sides, more convinced of correctness of initial position than at the beginning of study Dr. K. A. Korb University of Jos

Bias Assimilation Bias Assimilation: After examining data on both sides of an issue people believe evidence on own side more compelling Dr. K. A. Korb University of Jos

Revision According to McGuire’s Model of Attitude Change, what are the three steps in persuasion? According to the Yale Programme, what are the three major factors that influence persuasion?  Describe a few ways that determine the effectiveness of each factor. According to the Elaboration Likelihood Model, what determines whether a message will be processed through the Central or Peripheral route? What will make a fear appeal effective? Dr. K. A. Korb University of Jos