Explain the three theories of persuasion discussed in the text. Okeefe includes a discussion of research on the production of persuasive messages as well as more traditional research on the study of message effects. Festingers theory of cognitive dissonance states that when we experience a conflict in our behaviors, attitudes, or beliefs that runs counter to our positive selfperceptions, we experience psychological discomfort dissonance. At their core, cognitive approaches ask a simple question.
In persuasion, it considers the cognitive and affective mechanisms underlying attitude change, especially dualmode processing models, recipi. This site is like a library, you could find million book here by using search box in the header. Peripheral persuasion cues include such factors as the attractiveness and expertise of the source, the mere number of the arguments presented, and the positive or negative stimuli that form the context within. Cognitive responses are much less likely to occur, because the receiver is not carefully considering the pros and cons of the issue. Cognitive theories of persuasion northwestern scholars. Integrating theory, research, and practice explains the five major theories of persuasion. Social cognitive theory is a learning theory based on the idea that people learn by observing others.
They are the elaboration likelihood model and the heuristics systematic model. They are also in awe of others who seem to be naturally persuasive. The sage handbook of persuasion sage publications inc. He decides to write as many facts as he knows about the topic of attitudes in his exam book, hoping that the professor will not read the exams too closely and will be impressed enough by the length of his essay to give him a good score.
This framework focuses on how message appeals are packaged in terms of gainframe promotion of positive behavior versus lossframe prevention of negative behavior, especially for audiences likely to display reactance. Some of the limitations of the cognitive emphasis of most contemporary theories of persuasion consider several viewpoints that emphasize motivation as cognition. Read online explaining theories of persuasion sage publications book pdf free download link book now. The social psychological perspectives are developed to be useful to practitioners. Top 10 books on persuasion every solopreneur should read. Cognitive dissonance is an aversive motivational state that occurs when an individual entertains two or more contradictory attitudes, values, beliefs, or behaviors simultaneously. Jean piagets theory of cognitive development simply. Festinger took osgoods theory and concluded that the receiver s view of the source is just one more kind of cognition. Robert cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. Which of these strategies would best be used to enhance selfefficacy for social persuasion in an individual setting. Theory and research, third edition is a comprehensive overview of socialscientific theory and research on persuasion. Chapter 5 explaining theories of persuasion griffith. However, research has also shown that sometimes people are persuaded to change their attitudes when they are not thinking much about the information in the message. This is one of the most researched persuasion theories.
This comprehensive text provides a thorough and critical treatment of persuasion theory and research from a social science perspective. Each of the remaining main sections of the site covers one of seven influential theories about persuasion. Carefully selected, webbased video resources feature relevant interviews, lectures, personal stories, inquiries, and other content for use in independent or classroom. Cognitive response model shows that learning our cognitive responses to persuasion provides a basis for understanding the persisting effects of. He disagreed with the idea that intelligence was a fixed trait, and regarded cognitive development as a process which occurs due to biological maturation and interaction with the environment. Explaining theories of persuasion online resources. When it comes to influencing others and making a bigger impact, most people are truly skeptical. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion, to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and larger scale persuasive campaigns. Dissatisfaction with the behaviorist approach in its simple emphasis on external behavior rather than internal processes the development of better experimental methods.
Influence, the classic book on persuasion, explains the psychology of why people say yesand how to apply these understandings. The psychology of persuasion as one of the most important books hes read. Messages that start out with low persuasion gain persuasion as our minds slowly disassociate the source from the material i. The cognitive response model of persuasion locates the most direct cause of persuasion in the selftalk of the persuasion target, rather than the content of the message. Integrating theory, research, and practice provides persuasion skills students seek integrated with persuasion theories instructors want to teach the two approaches that have often been at odds with one another. Cognitive behavioral therapy originated in the science and theory of classical and instrumental conditioning. How to use 10 psychological theories to persuade people. While social psychologists agree that the environment one grows up in contributes to behavior, the individual person and therefore cognition is just as important. In addition to an overall update of the material, i have included a new feature that was stimulated by the responses of prior. These learned behaviors can be central to ones personality. The cognitive approach to persuasion while the communication approach focuses on the who, whom, and what of persuasion, more recent cognitive approaches focus on the role that thinking and information processing play in persuasion. Motives in persuasion also have been investigated in research on attitude functions and cognitive dissonance theory. In 1957, leon festinger proposed another theory for understanding how persuasion functions.
Two theories of persuasion will be discussed in terms of which routes the theories follow in terms of people being persuaded. Anthony greenwald first proposed the theory in 1968. The persuasion handbook provides readers with cogent, comprehensive. On the heels of the decade of the brain and the development of neuroimaging, it is nearly impossible to open a science magazine. Social cognitive theory is a learning theory developed by the renowned stanford psychology professor albert bandura.
Type chapter authors marianne dainton page start 103 page end 1 is part of book title applying communication theory for professional life. First, we now know more about the influence process than before. Greenwald department of psychology ohio state university columbus, ohio it is a common assumption that the effectiveness of a persuasive communication is, at least in part, a function of the extent to which. Current theories of persuasion the learning and cognitive response approaches to persuasion focused on attitude change through active, effortful thinking. Cognitive learning, cognitive response to persuasion, and attitude change1 anthony g. An overview essay is provided to introduce you to the nature of persuasion, to explain why persuasion is worth studying, and to define important basic concepts. As a meditation on the nature of human thought and action, this book starts with the proposition that human thinking is inherently and irreducibly social, and that the long rhetorical tradition in. As you will see, no theory can ever fully explain or account for a process of persuasion. From the moment we are born others are shaping our capacity for mental agency. A cognitive dissonance theory perspective on persuasion.
They dont think they have it in themselves to persuade others. The theories of persuasion are designed to account for. The effective use of persuasion by apple to drive sales on january 9, 2007, steve jobs, the enigmatic cofounder and ceo of apple, inc. Here are academic theories about how we persuade other people. For example, maybe you know you should be working on your speech, but you really want to go to a movie with a friend. For example, maybe you know you should be working on your. Attitudes, behavior, and persuasion principles of social. Throughout its history, humankind has been motivated to war, terrorism, ethnic cleansing, genocide, racist hysteria, religious intolerance and extremism, mass suicide and many other forms of irrational and pathological behaviour. Testifying to the present dominance of cognitive analyses, the cognitive theories of persuasion are concentrated and demonstrate the fruitfulness of these formulations. Explaining theories of persuasion sage publications.
Persuasive messages tend to decrease in persuasiveness over time, except messages from lowcredibility sources. Cognitive psychology became of great importance in the mid1950s. A cognitive theory of multimedia learning based on three main assumptions. Cognitive learning, cognitive response to persuasion, and. Pdf the article outlines a series of persuasion theories in social psychology. Study 15 terms social psych quiz 6 flashcards quizlet. A theory is simply a creative interpretation or explanation of a phenomenon. We will discuss two theoriesselfperception theory and cognitive dissonance theoryeach of which makes this prediction but for different reasons. These study tools reinforce your understanding of key terms and concepts that have been outlined in the chapters. Theory and principles of public communication campaigns. Craske discusses the history, theory, and practice of this commonly practiced therapy. Outline the principles of cognitive dissonance and explain how they can account for the influences of behavior on attitude. Advances in experimental social psychology, 17c, 267359. In his work on cognitive dissonance, leon festinger demonstrated that when there is a conflict between attitude and behavior, individuals are driven to resolve that conflict.
Leon festingers theory of cognitive dissonance has been widely recognized for its important and influential concepts in areas of motivation and social psychology. In 1986, bandura published his second book, which expanded and renamed his original theory. So, when we speak of different theories of persuasion it is no more than an attempt to explain why persuasion occurs in some instances, and how it happens. Part of the lecture notes in computer science book series lncs, volume 4744. Consistency in behavior is something humans also strive for festinger, 1957. The study of persuasion, compliance, and change has advanced, and the pages that follow have been adapted to reflect that progress. All books are in clear copy here, and all files are secure so dont worry about it. This simple observation led to the development of a theory that became very controversial, and it would be this controversy that propelled the theory forward. Eric does not really know how to answer the essay question about cognitive dissonance on his social psychology exam.
Attitudes and persuasion introduction to psychology. The theory provides a framework for understanding how people actively shape and are shaped by their environment. The seductive allure of neuroscience and the science of persuasion. Written in a clear and accessible style that assumes no special technical background in research methods, the third edition has been thoroughly revised to reflect developments in persuasion studies.
Piagets 1936 theory of cognitive development explains how a child constructs a mental model of the world. The seductive allure of neuroscience and the science of. Cognitive dissonance theory an overview sciencedirect. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The theories discussed are part of the dual process models of persuasion.
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