1. Chapter 10
Persuasion

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

3. Research Tradition (Cont’d)
P. Lazarsfeld and his colleagues
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.

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

5. Theory of Cognitive Dissonance
Attitude and action become inconsistent with one another
This inconsistency causes anxiety that must be resolved.
L. Festinger
Do I need to mention Festinger?

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

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

8. 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:
In some cases persuasion occurs even though the audience member isn’t thinking about the content of a message.

9. 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:
Central
Peripheral

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

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

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

13. “Peripheral Cue” Variables
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

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

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

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

17. 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