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Samenvatting - Persuasieve communicatie (S0c64a)
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Met deze samenvatting behaald ik goede punten ondanks het feit dat ik ziek was in januari :)
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Inhoudsopgave0 INTRODUCTIELES ....................................................................................................................... 1
0.1 PERSUASIEVE COMMUNICATIE? ..................................................................................................... 1
0.2 DEFINITIES VAN PERSUASIEVE COMMUNICATIE .................................................................................. 1
0.3 PERSUASION VS. ARGUMANTATIE ................................................................................................... 1
0.4 OVERTUIGINGSKRACHT: ATTITUDE EN GEDRAGSVERANDERING? ............................................................ 2
0.4.1 SYSTEM 1 & SYSTEM 2 ..................................................................................................................... 3
0.5 OVERZICHT CURSUS EN WAT DOCENT VERWACHT ............................................................................... 3
0.6 TAKE-HOME-MESSAGES/SAMENVATTING ......................................................................................... 4
0.7 ARGUMENTEN GEBASEERDE OVERTUIGING: ADVERTENTIES, CAMPAGNES….............................................. 4
0.7.1 POINT-OF-PURCHASE COMMUNICATION: ARGUMENTS + CUES ................................................................ 4
0.7.2 NARRATIEVE OVERTUIGING ............................................................................................................... 4
1 DOMEINEN VAN OVERTUIGINGSKRACHT EN BASICS VAN PSYCHOLOGIE ................................... 5
1.1 INTRODUCTIE ............................................................................................................................. 5
1.1.1 5 KENMERKEN VAN PARADIGMAZAKEN – DANIEL O'KEEFE...................................................................... 5
1.1.2 MASSALE DAGELIJKE BLOOTSTELLING AAN OVERTUIGINGSKRACHT ............................................................ 5
1.1.3 INTRODUCTIE TOT EXPERIMENTELE SOCIALE PSYCHOLOGIE ...................................................................... 5
1.1.4 BELANGRIJKE TERMEN .................................................................................................................... 11
1.1.5 TWEE METHODES VOOR MANIPULATIE .............................................................................................. 11
1.1.6 DOUBLE-BLIND RESEARCH ............................................................................................................... 11
2 ATTITUDES .............................................................................................................................. 12
2.1 INLEIDING ............................................................................................................................... 12
2.1.1 DEFINITIE ..................................................................................................................................... 12
2.1.2 ATTITUDEMETINGEN ...................................................................................................................... 12
2.1.3 BRONNEN VOOR ATTITUDEMETINGEN: VAN WAAR HALEN WE ATTITUDES? .............................................. 13
2.1.4 EXPLICIETE VS. IMPLICIETE ATTITUDES ............................................................................................... 13
2.2 DIRECTE ATTITUDEMETINGEN ...................................................................................................... 14
2.2.1 NIET-GESTRUCTUREERD = OPEN VRAAG............................................................................................. 14
2.2.2 GESTRUCTUREERDE METINGEN = GESLOTEN VRAAG............................................................................. 14
2.3 SEMI-DIRECTE ATTITUDEMETINGEN ............................................................................................... 18
2.4 INDIRECTE ATTITUDEMETINGEN .................................................................................................... 18
2.4.1 INDIRECTE METINGEN GEBASEERD OP GEDRAG.................................................................................... 18
2.4.2 INDIRECTE ATTITUDEMETINGEN GEBASEERD OP OORDELEN ................................................................... 19
2.4.3 INDIRECTE ATTITUDEMETINGEN GEBASEERD OP FYSIOLOGISCHE REACTIE ................................................. 20
2.5 ATTITUDES – ATTITUDEVERANDERING? .......................................................................................... 21
3 ATTITUDE-TOT-GEDRAG LINK .................................................................................................. 22
3.1 BESTAAT ER EEN VERBAND TUSSEN ATTITUDES EN GEDRAG? ............................................................... 22
3.1.1 LAPIERE....................................................................................................................................... 22
3.1.2 COREY (1937).............................................................................................................................. 23
,3.1.3 WICKER ....................................................................................................................................... 23
3.2 ALS HET BESTAAT: ONDER WELKE OMSTANDIGHEDEN TREEDT HET OP? – MODERATOREFFECTEN ................ 23
3.2.1 MODERATOR VS MEDIATOR VARIABELEN (BARON & KENNY, 1986)....................................................... 24
3.2.2 4 TYPES MODERATOREFFECTEN ........................................................................................................ 24
3.3 ALS HET BESTAAT: HOE ONTSTAAT HET VERBAND?............................................................................ 27
3.3.1 THEORY OF REASONED ACTION (TRA) – AJZEN & FISHBEIN .................................................................. 27
3.3.2 THEORY OF PLANNED BEHAVIOR (TPB) – AJZEN................................................................................. 28
3.3.3 ATTITUDE-TO-BEHAVIOR PROCESS MODEL ......................................................................................... 28
3.3.4 MODE MODEL: INTEGRATED THEORY ............................................................................................... 30
3.3.5 OEFENING.................................................................................................................................... 30
4 ACTIES EN ATTITUDES.............................................................................................................. 30
5 TWO ROUTES TO PERSUASION. THE ELABORATION LIKELIHOOD MODEL ................................. 31
5.1 ELABORATION LIKELIHOOD MODEL (ELM) ...................................................................................... 32
5.1.1 CENTRALE ROUTE .......................................................................................................................... 33
5.1.2 PERIFERE ROUTE ........................................................................................................................... 33
5.1.3 EMPIRICAL EVIDENCE ..................................................................................................................... 34
5.2 TABEL: CATEGORISATIE EN VOORBEELDEN VAN FACTOREN DIE INVLOED HEBBEN OP ELM ......................... 34
5.2.1 RELATIVE OBJECTIVE PROCESSING ..................................................................................................... 35
5.2.2 RELATIVE BIASED PROCESSING ......................................................................................................... 38
5.3 PERIFERE CUE EFFECTEN.............................................................................................................. 40
5.3.1 PETTY, CACIOPPO & GOLDMAN: UNIVERSITY-WIDE EXAM .................................................................... 40
5.4 CONSEQUENTIE VAN DEZE TWEE ROUTES ........................................................................................ 41
5.4.1 MEERDERE ROLLEN VAN ÉÉN VARIABELE BINNEN ELM ......................................................................... 41
5.5 STUDIE: ADVANCED EFFECTS OF BODILY POSTURE/BEHAVIOR ON ATTITUDES .......................................... 42
5.5.1 BRINOL ET AL. ............................................................................................................................... 42
6 NARRATIEVE OVERTUIGING..................................................................................................... 45
6.1 INTRODUCTIE ........................................................................................................................... 45
6.2 TRANSPORTATION THEORY/TRANSPORTATIETHEORIE ....................................................................... 45
6.2.1 INTRODUCTIE................................................................................................................................ 46
6.2.2 PERSUASIEVE KRACHT VAN EEN NARRATIEF ........................................................................................ 46
6.2.3 TRANSPORTATION THEORY .............................................................................................................. 47
6.3 PERSOONLIJKHEID: TRANSPORTABILITY .......................................................................................... 49
6.4 EMPIRISCH BEWIJS .................................................................................................................... 49
6.4.1 VARIËREN + BLIJFT HET EFFECT OVEREIND? ........................................................................................ 50
6.5 FEIT OF FICTIE........................................................................................................................... 51
6.6 PERSISTENTIE VAN ATTITUDEVERANDERING .................................................................................... 51
6.6.1 VERHALEN KUNNEN LEIDEN TOT MEER BLIJVENDE VERANDERING: .......................................................... 52
6.7 NARRATIVE STORY LINES: VONNEGUT............................................................................................ 52
6.8 TRUMP ................................................................................................................................... 52
7 INTERPERSOONLIJKE INVLOED................................................................................................. 53
7.1 INTRODUCTIE ........................................................................................................................... 53
7.2 ZES PRINCIPES .......................................................................................................................... 54
,7.2.1 RECIPROCITY ................................................................................................................................ 54
7.2.2 SOCIAL PROOF .............................................................................................................................. 55
7.2.3 COMMITMENT AND CONSISTENCY .................................................................................................... 56
7.2.4 FRIENDSHIP AND LIKING.................................................................................................................. 57
7.2.5 SCARCITY ..................................................................................................................................... 58
7.2.6 AUTHORITY AND EXPERTISE ............................................................................................................. 58
7.3 WITHSTANDING PERSUASION: ETHIEK............................................................................................ 59
8 SMALL GROUP PERSUASION .................................................................................................... 60
8.1 INTRODUCTIE ........................................................................................................................... 60
8.2 EFFECTEN OP OPINIES EN STRATEGIEËN IN EEN GROEP ....................................................................... 61
8.2.1 INFORMATIONELE VS. NORMATIEVE SOCIALE INVLOED.......................................................................... 61
8.2.2 MAJORITY EFFECTS ........................................................................................................................ 62
8.2.3 MINORITY EFFECTS ........................................................................................................................ 63
8.3 EFFECTEN OP GROEPSBESLISSINGEN VAN INDIVIDUELE GROEPSLEDEN .................................................... 64
8.3.1 MAJORITY EFFECTS: GROUPTHINK .................................................................................................... 64
8.3.2 MINORITY EFFECTS ........................................................................................................................ 66
9 GEZONDHEIDSCOMMUNICATIE ............................................................................................... 68
9.1 INTRODUCTIE ........................................................................................................................... 68
9.2 TYPES GEZONDHEIDSCOMMUNICATIEMODELLEN .............................................................................. 69
9.2.1 COMMUNICATIEMODELLEN (HOEWEL ZELFS COM-WETENSCHAPPERS NIET ALTIJD VAN EEN DERGELIJK
PARADIGMA UITGAAN) ............................................................................................................................... 69
10 NUDGING .............................................................................................................................. 73
10.1 INLEIDING ............................................................................................................................. 73
10.2 FOGG’S GEDRAGSMODEL .......................................................................................................... 74
10.3 A HYPED CONCEPT................................................................................................................... 74
10.3.1 NUDGING INTERVENTIES ............................................................................................................... 75
10.4 SLECHTE NUDGES .................................................................................................................... 75
11 POLITIEKE OVERTUIGING ....................................................................................................... 76
11.1 INTRODUCTIE ......................................................................................................................... 76
11.2 HISTORISCH OVERZICHT ............................................................................................................ 76
11.2.1 KENNEDY-NIXON ........................................................................................................................ 77
11.3 DEEL 1: MEDIA-EFFECTEN ........................................................................................................ 77
11.3.1 AGENDA SETTING & PRIMING ........................................................................................................ 78
11.3.2 FRAMING ................................................................................................................................... 78
11.4 DEEL 2: DIRECT POLITIEKE OVERTUIGING ..................................................................................... 79
11.4.1 POLICITAL PERSUASION KNOWLEDGE & ADVERTISING SKEPTICISM IN THE US ........................................ 79
12 RECLAME ............................................................................................................................... 82
12.1 INTRODUCTIE ......................................................................................................................... 82
, 12.1.1 OPDRACHT ................................................................................................................................. 82
12.1.2 RECLAMEBUSINESS ...................................................................................................................... 83
12.2 PERSUASION KNOWLEDGE ........................................................................................................ 83
12.2.1 VANWEZENBEEK, OPREE & SMITS .................................................................................................. 83
12.2.2 SUBLIMINAL ADS ......................................................................................................................... 84
12.2.3 KARREMANS ET AL. ...................................................................................................................... 84
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