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Samenvatting persuasieve communicatie
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Persuasieve communicatieSchooljaar 2024-2025
Tim Smits
Laura Peeters
Persuasieve communicatie Schooljaar ‘24-‘25
1
,INHOUDSOPGAVE
Introductie (HC1) .......................................................................................................................... 5
Attitude en gedragsverandering......................................................................................................... 6
Daniel Kahneman: thinking fast and slow .......................................................................................... 6
Inleiding en experimentele psychologie (HC2) ............................................................................... 7
Massive daily exposure to persuasion ............................................................................................... 8
Inleiding in experimentele psychologie .............................................................................................. 8
Latent vs observeerbaar ................................................................................................................... 9
Kahneman ......................................................................................................................................10
Tijdslijn van cognitieve processen en verwerking van boodschappen .................................................10
Bargh: the unconscious mind ..........................................................................................................10
Attitudes (HC3) ............................................................................................................................ 11
Attitudemetingen ............................................................................................................................13
Expleciet vs impliciet .......................................................................................................................14
Soorten attitudemetingen (HC4) ................................................................................................... 15
Indirecte metingen gebaseerd op gedrag ..........................................................................................16
Indirecte metingen gebaseerd op oordelen .......................................................................................16
Indirecte attitude metingen gebaseerd op fysiologische reacties .......................................................17
Link attitudes en gedrag (HC5) ..................................................................................................... 18
LaPierre, 1934 .................................................................................................................................18
Corey, 1937 ....................................................................................................................................18
Moderatoreffecten in vier types ........................................................................................................19
Hoe vormen we die attitude? ...........................................................................................................20
Link gedrag en attitudes (HC6) ..................................................................................................... 22
Cognitieve dissonatie: Festinger (1957) ............................................................................................22
The elaboration likelihood model .....................................................................................................23
Centrale route.................................................................................................................................24
Perifere route ..................................................................................................................................24
Empirische evidentie: variabelen .....................................................................................................24
Situationele imact op motivatie ........................................................................................................25
Individuele verschillen in motivatie...................................................................................................25
Elaboration Likelihood model (HC7) ............................................................................................. 26
Persuasieve communicatie Schooljaar ‘24-‘25
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, Capaciteitseffecten.........................................................................................................................27
Vertekende processen ....................................................................................................................28
Gezamelijke effecten van variabelen ................................................................................................28
Vertrouwen in eigen cognities ..........................................................................................................28
Perifere cue effecten .......................................................................................................................29
Transportatie theorie (HC8) .......................................................................................................... 30
Inleiding..........................................................................................................................................30
Persuasieve kracht van een narratief ................................................................................................31
Theorie ...........................................................................................................................................31
Persoonlijkheid: transporteerbaarheid .............................................................................................33
Transportatie deel 2 (HC9) ........................................................................................................... 33
Empirische evidentie .......................................................................................................................33
Feit of fictie .....................................................................................................................................34
Persistentie van attitudeverandering ................................................................................................35
Advanced effects on bodily posture/behavior on attitudes .................................................................36
Politieke communicatie (HC10) .................................................................................................... 37
Historisch overzicht ........................................................................................................................37
Visuele media .................................................................................................................................37
Visuele en sociale media .................................................................................................................38
Kritiek op sociale media...................................................................................................................38
Media-effecten ...............................................................................................................................39
Directe politieke beïnvloeding ..........................................................................................................40
Interpersonal influence (HC11) .................................................................................................... 41
Introductie ......................................................................................................................................41
Reciprocity .....................................................................................................................................41
Authority & expertise .......................................................................................................................42
Social proof ....................................................................................................................................43
Commitment & Consistency ............................................................................................................43
Liking ..............................................................................................................................................44
Scarcity ..........................................................................................................................................44
Pre-suasion ....................................................................................................................................45
Groepsbeïnvloeding (HC12 & 13) .................................................................................................. 45
Informational social influence..........................................................................................................46
Persuasieve communicatie Schooljaar ‘24-‘25
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, Normative social influence ..............................................................................................................46
Meerderheidseffecten .....................................................................................................................46
Minderheidseffecten .......................................................................................................................48
Groepsbeslissingen meerderheidseffecten ......................................................................................49
Groepsbeslissingen minderheidseffecten ........................................................................................50
Gezondheidscommunicatie (HC14) ............................................................................................. 52
Inleiding..........................................................................................................................................52
Theoretische modellen ....................................................................................................................53
Gezondheidscommunicatie (HC15) .............................................................................................. 55
Common-sense model....................................................................................................................55
Fear appeals ...................................................................................................................................56
Heuristieken ...................................................................................................................................56
Campagnes voor volksgezondheid ...................................................................................................57
Nudging (HC15) ........................................................................................................................... 58
Inleiding..........................................................................................................................................58
Nudging in tijden van corona ............................................................................................................59
Verschillende categoraties van nudges ............................................................................................60
Korte termijn vs lange termijn ...........................................................................................................60
Reclame & advertising (HC16) ...................................................................................................... 61
Introductie ......................................................................................................................................61
Classificatie van advertenties ..........................................................................................................61
Persuasieve communicatie Schooljaar ‘24-‘25
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