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Persuasion Defined. The Process of Preparing and Presenting - Messages - To Autonomous Individuals - In Order to Alter or Strengthen - Attitudes, Beliefs, or Behaviors. Kelman’s Types of Persuasion. Internalization Identification Compliance -- Obedience. Aware. Determined.
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Persuasion Defined The Process of Preparing and Presenting - Messages - To Autonomous Individuals - In Order to Alter or Strengthen - Attitudes, Beliefs, or Behaviors
Kelman’s Types of Persuasion Internalization Identification Compliance -- Obedience
Aware Determined Free Choice Unaware Coercion Persuasion
Lattitude of Acceptance Lattitude of Rejection Anchor Latt. NC Social Judgment Theory Reactance Clerk Effect Persuasion
Anchor Social Judgment Theory Ego Involvement Lattitude of Rejection LattAccpt LattNC
Types of Involvement Ego Involvement Issue Involvement Personal Involvement
Involvement + - + Attitude - Goal Apathy
Involvement Goal + - Apathy + Attitude -
A Few Basic Persuasion Propositions • Persuasion must be owned by the receiver • People prefer to change a negative to a positive • People prefer to change attitudes about objects than people • Messages that help people maintain or restore consistency are more persuasive
COGNITIVE DISSONANCE THEORY People feel dissonance to the degree: 1. They make a CHOICE between attractive alternatives 2. They lack JUSTIFICATION for their behavior a. Low reward value b. Inconsistent information (What’s the truth?) c. Source cannot be used to excuse the choice 3. They extend an EFFORT
COGNITIVE DISSONANCE THEORY Reduction of dissonance: 1. Selective Exposure 2. Change Attitude 3. Change Behavior 4. Derogate the Source
COGNITIVE DISSONANCE THEORY Reduction of dissonance: 5. Reject the Message 6. Distort the Source’s Position 7. Change the Dissonant Elements 8. Add Consonant Elements
Promise Moral Appeal Pregiving Debt Neg. Esteem Pos. Expertise Neg. Altercasting Pos. Self Feeling Neg. Self Feeling Pos. Altercasting Neg. Expertise Pos. Esteem Altruism Aversive Stimulation Liking Threat Compliance-Gaining Message Selection
The most common strategy? REQUEST The number of strategies used? 1
Mikim Johoj Aversive Stimulation Neg. Expertise Neg. Altercasting Neg. Esteem Moral Appeal Debt Neg. Self Feeling Promise Threat Pregiving Pos. Esteem Altruism Pos. Self Feeling Liking Pos. Altercasting Pos. Expertise Compliance-Gaining Message Selection and Aggressiveness Prob. of Use
Resistance to Persuasion Behavioral Commitment Anchoring - Identification Resistant Cognitive States - Rush Training in Critical Thinking- Hear Inoculation Theory - Refute