Persuasive communication theory

We evaluate the information and compare it with the attitude we already have, which is called the initial attitude or anchor point. Communicator Not all findings from the early Yale research program have lasted. These are often things we do by ourselves and for ourselves, so I like to think of this as sacred ground that should be left alone.

According to the theory of reasoned action, many behaviors of interest to social psychologists are under volitional control and, hence, are in an immediate sense determined by the intention to perform the behavior in question. Generally speaking, the purpose of the test was to make sure that reception did not vary across conditions of the experiment, and that whatever effects were observed could not be attributed to differences in reception.

It is likely that the benefits observed at Duke University could also Persuasive Communication Theory Page 2 be observed at other universities that adopt the exam policy.

Persuasive Communication (Psychology of Persuasion)

Forming impressions of personality. As the chapters in the second part of this book illustrate, recreationists must be persuaded to observe rules of safety, to avoid conflicts with other visitors, and to keep their impact on the environment to a minimum.

Theories of Persuasion

Situational Factors The persuasion context contains several situational variables that do not fit easily into the traditional framework of source, message, channel, and receiver factors. In other words, does the communicator have the knowledge to provide an informed opinion on the issue in question and, if so, can he or she be trusted to present all relevant information in an unbiased fashion?

Ethos refers to the credibility of a speaker and includes three dimensions: The present chapter is designed to provide the required historical perspective. When an individual derives pleasure from presenting an image of themselves which is in line with their self-concept and the beliefs that they want to be associated with.

This view assumes, first, that receivers are in fact sufficiently motivated to exert the required cognitive effort and, second, that they have the ability to carefully process the incoming information.


The persistence of experimentally induced attitude change. So why does prisoner education help reduce recidivism rates? The general arguments will typically supply reasons for adopting the advocated position, and justification for the arguments is provided in the form of factual evidence.

Positive and negative motivation can be combined with social appeals. However, much of the empirical research in the Hovland tradition dealt primarily with the impact of contextual factors. The important thing for the advertiser is to establish a connection to the consumer.

This means that within certain contexts, scarcity "works" better. Different target variables are based on different primary beliefs, and Persuasive communication theory effective message must be tailored to fit the target in question.

If accepted as valid, the factual evidence should result in acceptance of the argument that instituting a senior comprehensive exam will raise grade point averages, and acceptance of the argument in turn should increase the likelihood that receivers will endorse the position in favor of instituting a comprehensive exam, as advocated in the message.

From intentions to actions: Increased motivation and ability to process the information in the message is, according to the model, associated with an increase in the number of cognitive responses pro and con arguments generated. Someone who commits to a stance tends to behave according to that commitment.

Pathos refers to emotional appeals. Cognitive responses in persuasion.Persuasive Communication Theory Page 1 Few subjects in social psychology have attracted as much interest and attention as persuasive communication.

One of the first topics to be systematically investigated, persuasion has been the focus of intense research efforts throughout much of social psychology's brief scientific history.

Untold. PDF | On Jan 1,Icek Ajzen and others published Persuasive Communication Theory in Social Psychology: A Historical Perspective. Social judgement theory assumes that people perceive persuasive messages in much the same was they make judgements about physical stimuli.

This theory predicts a nonlinear relationship between discrepancy and attitude change, where the optimal degree of discrepancy is a function of the targets ego involvement with the subject. More recently, persuasive strategies have been identified based on theories and evidence related to human psychology.

Although based in psychology, such persuasive strategies are regularly employed and researched in communication due to their role in advertising, marketing, politics, and interpersonal relationships. ´╗┐Persuasive Speaking Goals of Persuasive Speaking I. Persuasive speaking is a communication process involving both verbal and nonverbal message in an attempt to have the listener take action or be influenced.

A. Explaining Theories of Persuasion S ince the mids when Dale Carnegie first published his best-selling book How to Win Friends and Influence People, the notion of how to persuade others has been both a popular and profitable APPLYING COMMUNICATION THEORY FOR PROFESSIONAL LIFE.

Persuasive communication theory
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