Theories of Message Processing Classic Models of Persuasion Cognitive Dissonance Theory Developed by Festinger Individuals have a need for consistency between attitudes and behaviors When we behave in inconsistent ways we feel discomfort ID: 373369
Download Presentation The PPT/PDF document "Chapter Eight" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Chapter Eight
Theories of Message ProcessingSlide2
Classic Models of Persuasion:
Cognitive Dissonance Theory
Developed by Festinger
Individuals have a need for
consistency
between attitudes and behaviors
When we behave in inconsistent ways, we feel discomfort
Thus, if we behave in an inconsistent way, we might change our attitudes to match behaviorSlide3
Classic Models of Persuasion:
Theory of Reasoned Action
Developed by Fishbein and Ajzen
Argues that best predictor of behavior is
behavioral intention
(BI)
BI is predicted by
attitude
(sum of weighted beliefs: pos. & neg.) and by
subjective norms
(influence of others in the social environment)Slide4
Extension of Reasoned Action:
Theory of Planned Behavior
Attitude
Subjective
Norms
Perc’d Beh.
Control
Behavioral
Intention
BehaviorSlide5
Classic Models of Persuasion:
Social Judgment Theory
Developed by M. Sherif, C. Sherif, and colleagues
Proposes that statements about a particular “attitude object” can be arrayed to include latitudes of
acceptance
,
rejection
, and
noncommitment
Attitude change will be influenced by how new messages fit among these “latitudes”Slide6
Example
In Illinois, “It is unlawful to carry or possess any firearm on any public street or other public lands within the corporate limits of a city, village, or incorporated town, except law enforcement officers...”
This law should be changed.
What is your latitude of acceptance?
What is your latitude of rejection?
What is your latitude of noncommitment?
Acceptance non-com RejectionSlide7
Elaboration Likelihood Model (ELM)
Developed by Petty and Cacioppo
Two routes to persuasion--
Central route
involves careful scrutiny of message logic and arguments
Peripheral route
involves consideration of cues in the message environment such as source credibility and message designSlide8
Which Route Do We Take?
ELM proposes that people will take the central or peripheral route based on several factors
Motivation
. If people see the message as relevant, they will be motivated to process centrally
Ability
. People must have the ability and be in a situation where central processing is possibleSlide9
Outcomes of the Two Routes
Messages processed through the
central
route lead to attitude change that is “relatively enduring, resistant, and predictive of behavior.”
Messages processed through the
peripheral
route lead to attitude change that will be “relatively temporary, susceptible [to change], and unpredictive of behavior.”Slide10
ELM: Critiques of the Model
There has been a great deal of research stemming from ELM
ELM has also been criticized:
First, many critics point out that it is possible to take
both
routes to persuasion
Second, many critics believe the ELM is difficult to falsifySlide11
Heuristic-Systematic Model
Developed by Chaiken
Another dual processing model
Systematic processing (like central route in ELM)
Heuristic processing (simple decision rules—not much effort in processing)
Experts can be trusted
Consensus implies correctness
When consistent, additive effects
When inconsistent, systematic supercedes, when person is highly motivatedSlide12
Inoculation Theory:
Originally proposed by McGuire, has been developed by Pfau and Burgoon
Inoculation Theory is a theory of
resistance
to persuasion based on the analogy of biological inoculation against diseaseSlide13
Components of the Process
Threat
: A forewarning that a challenge to existing attitudes is possible or likely
Refutational preemption
: A message in which specific challenges to existing attitudes are raised and refuted
Booster Messages
are sometimes included in the inoculation process as wellSlide14
The Process and Tests
Inoculation Theory proposes that when you are presented with a warning and weak arguments against one of your beliefs, you will be able to fight off that attack and subsequent attacks
Tests of the theory provide some support, but only in limited circumstances (e.g., adolescent smoking behavior)Slide15
Problematic Integration Theory
Problematic Integration Theory (PIT) proposed by Babrow as a more general theory of how individuals receive, process, and make sense of messages
PIT has most often been applied to health-related messages, but it has wide possible application in communicationSlide16
What is being Integrated?
PIT proposes two kinds of judgments about events and issues in our lives
Probabilistic judgments
involve an assessment of how likely something is to occur
Evaluative judgments
involve an assessment of the relative good/bad outcome of a state of affairs
Not independent assessmentsSlide17
When is Integration Problematic?
The integration of some judgments is
not
problematic (e.g., high likelihood of a positive event or low likelihood of negative event)
Four forms of integration are proposed as problematic:
Divergence, uncertainty, ambivalence, and impossibilitySlide18
Problematic Integration (Table 8.1)
Divergence
—Discrepancy between probability & evaluative judgments
Example?
Uncertainty
—Unknowns so can’t make judgments
Example?
Ambivalence
—Mutually exclusive alternatives (similar evaluation or different)
Example? Impossibility
—an event will not happenExample?Slide19
PIT & Communication
Communication serves as a medium and a resource for problematic integration (language constitutes problematic and evaluative judgments)
Comm. is a channel through which perceptions and beliefs about problematic integration flow.
Communication helps resolve the problemsSlide20
Applications
Health communication
Social support groups—e.g., may be good to increase uncertainty about prognosis of breast cancer if original diagnosis was bad
End-of-life decisions—Information to help patients cope rather than to make “informed” choices
.Slide21
Applications: PSAs
http://www.youtube.com/watch?v=Y-Elr5K2Vuo
(I learned it by…)
http://adgallery.whitehousedrugpolicy.gov/media/p/339.aspx
(Shoulders)
http://adgallery.whitehousedrugpolicy.gov/media/p/324.aspx
(Fiction)
http://
www.youtube.com/watch?v=WBtgjIwiFvI&feature=related
(I’m trying it …)http://www.youtube.com/watch?v=CPu-W06ZMgg&feature=relmfu (just once)
http://www.youtube.com/watch?v=6YaO4PMBrJI (shower)