To be persuaded, you have to first pay attention to a message and then agree with it. Motives in persuasion also have been investigated in research on attitude functions and cognitive dissonance theory. These models distinguish between qualitatively different modes of information processing in making decisions and solving problems e. Striking a balance in coverage between the extremes of analyzing too many or too few theories, contemporary communication theory examines important theory building activity in the field of communication. The yale information processing model or yale attitude change approach was. Youll notice that this chapter looks a bit different from our earlier chapters. Changing behaviour by combining persuasion design with information design humancomputer interaction series. In persuasion, it considers the cognitive and affective mech. Information processing communication oxford bibliographies. These two theories are the elaboration likelihood model elm. A heuristic approach to persuasive message processing involves utilization. Cognitivefunctional model for the effects of discrete.
Influence, by robert cialdini this is the classic book on how to persuade someone without them even noticing. Drawing from cognitive response models of persuasion, functional emotion theories, and theoretical and empirical work on the influence of messagerelevant and messageirrelevant affect on attitudes, this paper presents a model of persuasion that suggests that discrete, messageinduced negative emotions influence attitudes through a complex process that centers around the notions of. Persuasive communication is an integral part of advertising strategy in communication science and writing an essay on the mcguire model an essential prerequisite for the course. From an advertisers perspective, what products would be best sold using the central route to persuasion. The text continues the tradition of being primarily social science based yet includes research and theories from other theoretical paradigms. This module was designed to help you develop your persuasive tactics and rhetoric to increase your influence. Read, highlight, and take notes, across web, tablet, and phone. The accepted metaphor in cognitive neuroscience is the brain as a computer, whereas the metaphor john cacioppo proposed for social neuroscience is the brain as a mobile information processing device designed for connection at a distance to and interaction with other similar computing devices. This is a direct route to persuasion that focuses on the quality of the information. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. The basic model has a continuum from high elaboration or thought or low elaboration or thought. According to kahnemans model, attention is conceptualized as limited capacity information processing resources that are allocated to the mental tasks of perceiving and remembering information presented in our sensory environment.
Art of persuasion neuropsychology cognitive science. A growing number of information technology systems and services are being. Chen and chaiken, 1999 page 247answers this question by. People need to encode information from the world in order to process it and. Elaboration likelihood model a theory of persuasion. The final hierarchy model shown in figure 53 is the information processing model of advertising effects, developed by william mcguire. Sage reference the heuristicsystematic model of social. Pdf information processing approaches to persuasion. In order for the central route of persuasion to be effective in changing attitudes, thoughts, and behaviors, the argument must be strong and, if successful, will result in lasting attitude change. Its a great place to start because its both foundational, simple, and dense.
One way is through systematic processing, whereby people think carefully about any available information when forming an opinion to determine whether the information is accurate or valid. Thoughtful processing, on the other hand, is more controlled and involves a more careful cognitive elaboration of the meaning of the message figure 5. The systematic route is similar to the elaboration likelihood. The model can help you find the best negotiation approach to use, based on your level of intuition and your influencing capabilities. The first pathway is system 1 processing which is very fast, automatic, involuntary. The heuristicsystematic model of information processing, or hsm, is a widely recognized. Yale communications model elaboration likelihood model. Petty and john cacioppo proposed a dual process theory focused in the field of social psychology in 1986. Dual process theory divides the processing of information into two pathways. Information processing theory changing minds and persuasion. Contemporary communication theory higher education. Heuristicsystematic model of persuasion iresearchnet. Heuristic versus systematic information processing and the use of source versus message cues in persuasion, journal of personality and social psychology, 1980, 39, 752766. An advertising and marketing persuasion model which assumes that potential customers must pass though a series of seven stages leading to the ultimate purchase.
A theory of heuristic and systematic information processing. The objective of this study is to formulate a general framework for advertising research. Jul 23, 2002 the persuasion handbook provides readers with cogent, comprehensive summaries of research in a wide range of areas related to persuasion. This model assumes that human cognition is a lot like a computer and the way the human brain works is by processing information through a series of stages. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. The persuasion handbook provides readers with cogent, comprehensive summaries of research in a wide range of areas related to persuasion.
Systematic processing involves attempts to thoroughly understand any available information through careful attention, deep thinking, and intensive reasoning, whereas heuristic processing involves focusing on salient and easily comprehended cues that activate welllearned. Using a modified heuristicsystematic model to characterize. What are the best books about the psychology of persuasion. Dual process theory definition psychology glossary. The interplay between intuitive and deliberate modes of processing judgmentrelevant information in sum, although the elm, the hsm, and the unimodel have usually been treated as different models of information processing in persuasion research, all three share a number of assumptions see table 1 for a summary. Concurrently, with the rise of mass media and the pervasiveness.
Learn vocabulary, terms, and more with flashcards, games, and other study tools. Explaining theories of persuasion sage publications. In this chapter, we present the discrepancy motives model an integrative framework for organizing how persuasion variables interact with message position to affect the depth of information processing. What is the elaboration likelihood model in psychology. As a convert from the baptist persuasion more than 40 years ago, i still feel like an outsider in the church despite the kindness and acceptance of catholic friends. Understanding the information processing model for. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. Part of the lecture notes in computer science book series lncs, volume 4744.
When we are in this mode we are more open to reasoned persuasion. The yale information processing model or yale attitude change approach was born out of propaganda research conducted after world war ii. The authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The elm emphasizes the cognitive processing with which people react to persuasive communications. Best persuasion books books that help anyone selling anything do it more effectively. Heuristicsystematic model of persuasion definition the heuristicsystematic model is a theory of persuasion that suggests attitudes can change in two fundamentally different ways. By discussing historical examples of classical principles of persuasionfrom aristotle to the six succes factorsyoull learn what makes ideas memorable and be able to craft effective messages of your own. Exploring attitudes and changing attitudes through persuasion. An advertising and marketing persuasion model which assumes that potential customers must pass though a series of seven stages leading to the ultimate purchase the positioning model a way to attract prospects by positioning the brand how you frame your product, candidate, or ideaideology into top of mind awareness t.
The heuristicsystematic model proposes two distinct modes of thinking about information. Key features of the framework are 1 a more complete, integrative discussion of needs and motivation, 2 a more precise specification of processing mechanisms than currently is proposed in tworoutestopersuasion models, 3 inclusion of a new typology of emotional and cognitive responses explicitly linked to the levels of brand processing. Using a modified heuristicsystematic model to characterize information seeking on the internet kyle hill, b. Elaboration likelihood model project gutenberg self. Explaining theories of persuasion s ince the mid1930s when dale carnegie first published his bestselling book how to win friends and influence people, the notion of how to persuade others has been both a popular and profitable subject. Key issues, process model, and system features 486 volume 24 article 28 i.
Persuasion is defined here at its most fundamental. The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. Stiff formerly served on the faculties of michigan state university, arizona state university, and the university of kansas. Spontaneous processing is direct, quick, and often involves affective responses to the message. Their theory is called the elaboration likelihood model of persuasion. I really like the organization of contemporary communication theory.
The heuristicsystematic model of persuasion chaiken, 1980, 1987. What audience would most likely be influenced to buy the product. Although any change technique is sometimes referred to as persuasion regardless of the target of influence, the term more commonly refers to a method of change in which a person is deliberately. Mcguires information processing model in persuasive communication essay or research paper is only a click away. More of a criticism than a disadvantage, but the model is based on the assumption that attitudes formed through central route processing will be stronger and harder to alter. In this chapter, we present the discrepancy motives modelan integrative framework for organizing how persuasion variables interact with message position to affect the depth of information processing. Persuasion definition persuasion is a method of changing a persons cognitions, feelings, behaviors, or general evaluations attitudes toward some object, issue, or person. Specifically, it focuses on aspects of memory encoding and. Introduction interactive information technology designed for changing users attitudes or behavior is known as persuasive technology fogg 2003. Explain mcguires informationprocessing model mcguire of the yale university prepared the informationprocessing model from his studies on persuasion in the 1940s. Advances in experimental social psychology, 19, 123205.
We use central processing, as in the elaboration likelihood model, when thinking deeply about a subject. Early research investigating how people process persuasive messaging focused mainly on. Systematic processing involves attempts to thoroughly understand any available information through careful attention, deep thinking, and intensive reasoning, whereas heuristic processing involves focusing on salient and easily comprehended cues that activate welllearned judgmental shortcuts. Information processing theory discusses the mechanisms through which learning occurs. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristicsystematic model developed by shelly chaiken. His scholarly interests include persuasive communication, credibility assessment, and human information processing, and he has authored numerous book chapters and articles in academic journals. Communication modality as a determinant of message persuasiveness and message comprehension. Adoption of electronic health records in the presence of. Finally, we consider the connectionist modeling of information processing in.
The six conditions for bringing about this change are outlined by him. I think students will appreciate the ways in which many theories are covered under a coherent theme of topics i. Marquette university, 20 this study combines two major theories in communication research, palmgreen and rayburns expectancyvalue approach to media gratifications 1985 and eagly and. Nick kolenda does a wonderful job and methods of persuasion is one of the best books i have read on persuasion. Traditionally, persuasion has meant human communication designed to influence the.
Adoption of electronic health records in the presence of privacy concerns. The list is designed to be particularly helpful for marketers, entrepreneurs and leaders. The heuristicsystematic model of information processing was first. Mcguires information processing model in persuasive. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route.
The model doesnt state when to use a particular form of persuasion, merely that the best model to use will be dependent on the elaboration level of the message recipient. Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Often students dont understand how theories connect together, but rather see them as very separate bodies of research. Mobile persuasion design presents ten conceptual design projects or machines for new mobile applications smartphone or tablet with web portals that combine theories of persuasion and information design to change peoples behaviour areas such as the environment, health, learning and happiness are explored, looking at ways of marrying peoples wants and needs to make. Drawing from cognitive response models of persuasion, functional emotion theories, and theoretical and empirical work on the influence of messagerelevant and messageirrelevant affect on attitudes, this paper presents a model of persuasion that suggests that discrete, messageinduced negative emotions influence attitudes through a complex. From a topical standpoint, this handbook takes an interdisciplinary approach, covering issues of interest to interpersonal and mass communication researchers as well as psychologists and public health practitioners. An extension of the conflictresolution model is the elaborationlikelihood model elm of persuasion, put forth in 1980 by american psychologists john cacioppo and richard petty. Cognitive psychologists use the information processing model to explain cognition.
Exploring the interplay between intuitive and deliberate. Information processed in this automatic manner lacks specific details and context. Objective integrate existing literature and provide directions for future. Learning theories summaries on the website as an electronic book, conveniently organized into one pdf file that you can print and use for your papers or assignments. In their theory, there are two different routes to persuasion in making decisions. In this chapter, we present the discrepancy motives modelan integrative framework for organizing how persuasion variables interact with message position to. The last of the three theories of persuasion discussed here is the elaboration likelihood model created by petty and cacioppo. Explain mcguires informationprocessing model expand. Methods of persuasion covers the packaging of information from predelivery to postdeliver to dramatically increase the likelihood of compliance. It is an unconscious process that we are not in control of. An analysis of information processing in response to persuasive. Message position, information processing, and persuasion.
The elaboration likelihood model elm of persuasion 1 is a dual process theory describing how attitudes form and change. The model is a matrix of inputs and outputs applied to persuasion, the inputs are the different aspects of the persuasioncommunication attempt, and outputs are the stages of persuasion, each of which can be measured as a measure of how persuasive the communication has been. The heuristicsystematic model of social information processing. Mcguire 1968 used the messagelearning approach to develop a model of persuasion and learning that focused on information processing. The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information. Sage reference a theory of heuristic and systematic. Jul 01, 2017 the interplay between intuitive and deliberate modes of processing judgmentrelevant information in sum, although the elm, the hsm, and the unimodel have usually been treated as different models of information processing in persuasion research, all three share a number of assumptions see table 1 for a summary.
You can use the model to develop your influencing and persuasion skills, and become a better negotiator. The heuristicsystematic model of information processing was first developed. Heuristicsystematic model of information processing wikipedia. Develops a model and a set of research propositions that capture and extend current theory on information processing from advertisements. This model demonstrates the changes in attitude and behavior in response to persuasive communication. The model suggests both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion.
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