- 3 CLASSIC MODELS OF PERSUASION:
A.THEORY OF COGNITIVE DISSONANCE
Cognitive dissonance says that the key concept for understanding this process is the need individuals have for consistency between their attitudes and behaviors. That is, if we behave in a way that is inconsistent with our attitudes, we feel an uncomfortable sense of dissonance that must be relieved in some way. We often maintain consistency in our attitudes by exposing ourselves only to messages that are consistent with our attitudes.
B.THEORY OF REASONED ACTION
According to the theory of reasoned action, two majors factor sets will predict your behavioral intention to exercise. The first of these is your attitudes about exercising. Attitudes are defined as the sum of beliefs about a particular behavior weighted by evaluations of those beliefs.
You might have the beliefs that exercise is good for your health, that exercise is good for your health, that exercise takes too much time, and that exercise is uncomfortable. Each of these beliefs can be weighted (health issue might be more important to you than issues of time and comfort). According to the theory, when you add these weighted beliefs, you have your attitude about exercise.
Behavioral intention: function W1A + W2SN
C.THEORY OF SOCIAL JUDGMENT
When you receive a message about an issue your reaction to the message will be influenced by the anchor of your existing structure of attitudes (the anchor is the centre of your latitude of acceptance).
Specifically, if you receive a message that is within your latitude of acceptance (close to your attitudinal anchor), you will judge the message to be closer to your own opinion than it actually is…..as assimilation!
When you receive a message that that is within your latitude of rejection, you will judge the message are more discrepant from your own position than it actually is…as contrast!
These process of Assimilation and Contrast are heightened when the issue at hand is important one to you, that is, if you are ego-involved in the topic.
- ELABORATATION LIKELIHOOD MODEL
The model begins with the assumption that individuals are motivated (for social reasons) to hold “the correct” attitudes.
The elaboration likelihood model posits that there are two major routes to persuasions:
1. central route:
An individual will carefully scrutinizing the content of the message, looking at the strength of the arguments proposed. The central route involves message elaboration, in which a great many cognition (thoughts) about the message’s arguments are generated by the individual receiving the messages during the evaluations process.
If the thoughts generated in the elaboration process are favorable, acceptance the message content is likely. If unfavorable thoughts are generated, the individual will not accept the message…
2. peripheral route
The receivers does nit elaborate on the message through extensive cognitive processing of arguments. The receiver will rely on cues in the persuasion environment to guide decisions about message acceptance. This cues are generally unrelated to the logical quality of the message and might involve factors such as…