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Persuasion

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.

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Persuasion

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  1. Persuasion Dr. K. A. Korb University of Jos

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

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

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

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

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

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

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

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

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

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

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

  13. 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

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

  15. 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

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

  17. Yale Programme Source Attention Comprehension Acceptance Attitude Change + Behavior Change Message Receiver Dr. K. A. Korb University of Jos

  18. 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

  19. 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

  20. 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

  21. 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

  22. 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

  23. 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

  24. 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

  25. 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

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

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

  28. 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

  29. 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

  30. 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

  31. 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

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