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UvA Persuasive Communication Note (Exam: 8, Overall grade: 8.1)
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Summary The Psychology of Influence - Persuasive Communication
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Samenvatting Media & communicationHoofdstuk 1: Influence – Defenition, history and a model
A brief history of influence
Plato’s vieuw to persuade others: determined by characteristics of the source of the information (the
persuader), it’s recipient and its content.
Lasswell’s model of communication
The effectiveness of information is best understood by 5 key points.
1. Who the source; characteristics of the person
2. Says what the content
3. Channel medium; which channel
4. To Whom audience; characteristics of the recipient
5. Effect effect; to which extent are the opinions/ preferences influenced
‘Who says what in which channel to whom, with wat effect?
Attitude an evaluative respons (positive/ negative) to a person, situation, product, idea or
organization.
Hovland’s model of persuasion
1. People must pay attention to the information
2. The massage must be understandable
3. Acceptance of the message
4. Retention; modifying their attitude accordingly
Influencing factors: message should be important to them, nature of the source, existing attitudes.
Inoculation theory
how people can arm themselves against information intended to influence and change their
opinion.
- six steps: presentation, attention, comprehension, yielding (accepting the arguments put forward),
retention and, finally behavior.
- Steps are more dynamically related and could influence each other.
- ‘inoculation’; to indicate that especially weak arguments can trigger a cognitive reaction in which
help to maintain and reinforce an existing attitude.
Cognitive response theory
How information is processed and how it affects attitudes.
- The information is often coupled and compared with existing attitudes and preferences, and
possibly even integrated into them.
- Says that: all attitude changes are the result of conscious processes – not true – people can be
influenced without realizing it.
Advertising and influence
AIDA model Attention, interest, Desire, action
AIDAS extra ‘satisfaction’
To assure costumer loyalty and so generate repeat purchases.
- The steps run parallel and one or more of them can sometimes be skipped.
- Says that: people devote a certain amount of time and attention to the informaten presented to
them – not always true . Also sees the recipient as fairly passive.
,Hoofdstuk 2: Attitudes and behavior
Attitude people’s evaluative responses (positive/ negative) to a stimulus.
An attitude is not directly observable: but has to be inferred from the visible responses by an attitude
object latent construct.
The attitude object or representation invokes an attitude in the observer (not visible) evaluative
response. The attitude on itself is not visible, but can be deduced from the response.
It is really hard to find out what exactly the attitude is: thoughts, feelings and behavior play a role.
Cognitive response thoughts aroused by particular
characteristics of the attitude object
Affective response feelings, sentiments or emotions an
attitude object brings on.
Behavioral response Attitude expression.
Behavior is often regarded as the consequence of an attitude
towards both cognitive considerations and affective reactions.
But also behavior can influence the cognitive and affective
responses to an attitude object.
The affective and cognitive components of an attitude are often closely related. Particularly in the
case of controversial topics with a strong human dimension; reintroduction of the death penalty.
this figure assumes that attitudes are an evaluative
reaction based on cognitive and affective responses, and
then determines behavior.
But the weight of the components can differ; some
attitudes are mainly an affective response, others more
reasoned. The resulting behavior can also feed back into the existing cognitive and affective
responses, and so in turn influence attitudes.
The five characteristics of attitudes
1. Focus on: object, person, organization or event
2. Are evaluative, either positive or negative
3. Based on: cognitive beliefs about characteristics of attitude object (part or In whole)
4. Based on: affective responses to the attitude object (part or in whole)
5. Have repercussions for behavior towards the attitude object.
It helps you determine where to focus on: solely affective reactions no point in addressing the
cognitive factors.
, Reasoned and intuitive attitudes
Dual-process models two systems:
1) Central route to persuasion thorough, careful information processing
2) Peripheral route to persuasion more superficial.
- based on: characteristics of the attitude object, such as the course
Elaboration likelihood model (ELM)
When people find a topic important time and capacity to consider it properly
- Form an opinion based upon an extensive analysis: costs and benefits.
Otherwise process information superficially and just heuristics to form opinions and decisions.
- Level of processing as continuum of mutually exclusive routes when motivated to consider
analytically, you pay more attention to the content before looking at the other factors (like source).
Heuristic-systematic model (HSM)
- Both routes can be taken simultaneously and may be mutually influential.
How an attitude is formed affects its strength
1. Strong attitudes: based upon reasoned, cognitive consideration.
- Are less ambivalent; we are sure of them.
2. Intuitive attitudes: formed relatively quickly, and less robust to change.
- Also take a lot of time to become anchored in our memory.
Value-expectancy-models describe attitudes as issuing from a subjective cost-benefit analysis.
Measuring attitudes and behavior
1. Likert method list of ‘items’ (statements) expressing a positive or negative opinion about the
attitude object; indicating the extent to which they agree with each item.
2. Semantic differential respondent has to indicate how much they believe some extreme defined
words (stupid, good, bad) apply to the attitude object.
+ easy to develop and measure both cognitive and affective components
+ Especially useful if you are interested in measuring the general affect or valence, but less useful to
measure explicit singular emotions as; anger, fear, guilt, regret.
3. Theory of reasoned action (TRA) and Theory of planned behavior (TPB) describe the attitudes
found at the ‘reasoned end’ of the continuum.
- To determine the structure of an attitude; people ask what beliefs play a role for them: by saying
how likely they think particular consequences are.
- Also it should be taken in to account that a consequence can be either negative, positive or does not
bother the person either way.
- Each possible consequence can be calculated: probability x evaluation score.
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