Integrating assumptions from the dual and singleprocessing perspectives october 2008 in book. Oct 10, 2017 cognitive information processing cip or career information processing cip. In a more general perspective, a universal psychological principle has emerged that sheds light on the flexibility of human information processing under divergent epistemic goals e. Apply the concepts of selective exposure, postdecision dissonance, and minimal justification to manage dissonance effectively. 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. Persuasion definition persuasion is a method of changing a persons cognitions, feelings, behaviors, or general evaluations attitudes toward some object, issue, or person. In contrast to scholars in related disciplines who tend to consider communication a secondary process for transmitting information about the world, communication scholars see communication as the organizing principle of human social life.
A theory of heuristic and systematic information processing. Motives in persuasion also have been investigated in research on attitude functions and cognitive dissonance theory. The model identifies four processing strategies that vary in terms of 1 their openness and constructiveness and 2 the degree of effort exerted in seeking a solution 1. Mcguires information processing model in persuasive communication essay or research paper is only a click away. Integrating theory, research, and practice provides persuasion skills students seek integrated with persuasion theories instructors want to teach the two approaches that have often been at odds with one another persuasion. Sage reference encyclopedia of communication theory. Attitudes and persuasion introduction to psychology.
A wellillustrated overview on the information processing theory. Information processing communication oxford bibliographies. Their theory is called the elaboration likelihood model of persuasion. Consumer information processing has as its theory base social and cognitive psychology e. Psychological foundations of attitudes sciencedirect. Information processing theory o used to explain the effects of intensity on persuasion to be persuaded, you must first attend to and comprehend a persuasive message. Miller developed the information processing theory and believed that the mind receives the stimulus, processes it, stores it, locates it, and then responds to it. Persuasion and social influence communication oxford. How to use 10 psychological theories to persuade people. 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. Individuals process the message deeply, evaluating the strength of the persuasive arguments.
Offering a thorough discussion of classic and contemporary theories of persuasion, this text explores the structure and functions of attitudes, consistency between attitude and behavior, and issues in attitude measurement. Keefe includes a discussion of research on the production of persuasive messages as well as more traditional research on the study of message effects. This chapter launches the second part of the book, which examines theory and. Communication constructs the social world rather than simply providing the means for describing that world.
A growing number of information technology systems and services are being developed for persuasive purposes, i. Table of contents conceptual foundations of persuasion the nature of persuasion the cognitive bases of persuasion the nature of theory in persuasion the nature of research in persuasion active participation theories of persuasion. It occurs when unbiased listeners are motivated and able to scrutinize arguments they consider strong. The aim forgas, 1995, 2002 suggests that mood effects on cognition should depend on the kind of information processing strategy used. Introduction to cognitive information processing cip unlike the other theories we will examine in this course, cognitive information processing cip is not associated with the work of a single theorist. Which theory of persuasion poses that if the discrepancy between the idea proposed by the speaker and the opinion of an audience member is too great, then the likelihood of persuasion decreases dramatically. Peripheral route you have low attention, little processing, less persistent i.
Explain the three theories of persuasion discussed in the text. The successful persuasion tactic is one that directs and channels thoughts so that the target thinks in a manner agreeable to the communicators point of view. Changing attitudes through persuasion principles of social. Anne realizes that some of her audience members really. Two routes to persuasion 34 persuasion as a learning process 36 persuasion as information processing 37 persuasion and incentives 38 persuasion by. The role of subjective norms 34 elaboration likelihood model. This is a foundational theoretical article for researchers studying the interaction of emotion and cognition in. This is a direct route to persuasion that focuses on the quality of the information. Pdf information processing approaches to persuasion. In this article we will explore two types of information processing, heuristic. Textbooks support the teaching of a particular topic or area of study.
The heuristicsystematic model of persuasion chaiken, 1980, 1987. 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. At the same time, however, the idea of heuristic processing has gone far beyond the three mechanisms described by kahneman and tversky. A growing number of information technology systems and services are being. Theory and applications provides a comprehensive introduction to persuasion. Part of the lecture notes in computer science book series lncs, volume 4744. In psychology, a dual process theory provides an account of how thought can arise in two. The text continues the tradition of being primarily social science based yet includes research and theories from other theoretical paradigms. Here is just a segment of the book s table of contents, filled with ideas on kindness. This is a foundational theoretical article for researchers studying the interaction of emotion and cognition in information processing.
He also stated that the human mind can only hold 59 chunks of information at a time. Ivanovs theoretical work focuses on the study of inoculation theory, images, and attitudes and their. Cognitive response rational theories mental processing the law of cognitive response. Cognitive theory of multimedia learning mayer learning. Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Attitudes as knowledge structures 32 from attitudes to actions. Communication and attitudes in the 21st century, richard perloff noted that the study of persuasion today is. He is also a communication consultant and mediator. In general, these theories assume that people will think about information in a relatively superficial and spontaneous way unless they are both able and motivated to think more carefully. Persuasion and social influence the graduate program in.
Rather, it builds on the work of a number of researchers who share a common paradigm. When elaboration is higher, people use central route processing requiring conscious cognition. Contemporary communication theory higher education. Heuristic processing an overview sciencedirect topics.
Message elaboration is the central route of persuasion that produces major positive attitude change. Dual process theories have been applied in many areas of psychology, including persuasion, stereotyping, person perception, memory, and negotiation. Edward woods, marshall university the organization of contemporary communication theory is intriguing in that it works at a more conceptual level, rather than moving along more by specific theories. Examples of this include the phenomenon of quantum entanglement, where particles can interact without reference to their separation or the. The two routes to persuasion persuasion depends on receiver motivation to thinkcare, that is, personal relevance of the issue and ability to think about the persuasive topic. She claimed once to her nephew, who would later write her biography, the little bit two inches wide of ivory on which i work with so fine a brush produces. This paper proposes a taxonomy of general persuasive approaches, with interpersonal, computermediated and humancomputer persuasion as the key types. Motivated information processing is proposed to consist primarily of affective processes associated with approachandwithdrawal responses to social information. Dual process theories in social psychology iresearchnet. 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. The social information processing theory sip explains how communicators who meet through textbased computermediated communication cmc develop interpersonal impressions and relationships. Influence, the classic book on persuasion, explains the psychology of why people say yesand how to apply these understandings.
This paper proposes a taxonomy of general persuasive approaches, with interpersonal, computermediated. The first, direct access strategy involves the simple and direct retrieval of an. By including works from aristotle to kenneth burke, persuasion. Elaboration likelihood model a theory of persuasion. Since that date, however, austen has come to be one of the worlds most widely read and most beloved authors. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of. Sage reference social information processing theory. Heuristic versus systematic information processing and the use of source versus message cues in persuasion, journal of personality and social psychology, 1980, 39, 752766. Journal of personality and social psychology, 39 5, 752766. From an advertisers perspective, what products would be best sold using the central route to persuasion. These two ways of processing information are the main elements of contemporary theories of persuasion and form the centerpiece of the present chapter. This may be suitable for an entrylevel persuasion or rhetoric class, so.
Persuasion can attempt to influence a persons beliefs, attitudes, intentions, motivations, or behaviors in business, persuasion is a process aimed at changing a persons or a groups attitude or behaviour toward some event, idea, object, or other persons, by using written, spoken words or visual tools to convey information, feelings, or. Communication modality as a determinant of message persuasiveness and message comprehension. What audience would most likely be influenced to buy the product. Chen and chaiken, 1999 page 247answers this question by. Author lillian beeson offers a balance of classic rhetorical theories and contemporary socialscience approaches, demonstrating how these multiple perspectives apply to various fields including politics, religion, art, entertainment, advertising, public. Bekenstein claimed that a growing trend in physics was to define the physical world as being made up of information itself and thus information is defined in this way see digital physics. A cognitive theory of multimedia learning based on three main assumptions. The dynamics of persuasion provides a comprehensive and uptodate introduction to persuasive communication and attitude change. Littlejohn is an adjunct professor of communication and journalism at the university of new mexico. Changing attitudes through persuasion principles of. Mcguires information processing model in persuasive.
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. Yale attitude change approach the topic of persuasion has been one of the most extensively researched areas in social psychology fiske et al. Allan paivio has developed a dualcoding theory of information processing. In persuasion, it considers the cognitive and affective mech.
Social information processing theory, also known as sip, is an interpersonal communication theory and media studies theory developed in 1992 by joseph walther. 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. Information security shortened as infosec is the ongoing process of exercising due diligence to protect information, and information systems, from unauthorized access, use, disclosure, destruction, modification, disruption or distribution, through algorithms and procedures focused on monitoring and detection, as well as incident response and repair. A wellillustrated overview on the information processing. Robert cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. Here is just a segment of the books table of contents, filled with ideas on kindness. Festingers theory offers practical advice for those who wish to affect attitude change as a product of dissonance. A subfield of social psychology studies persuasion and social influence, providing us with a plethora of information on how humans can be persuaded by others. In a lot of ways, a discussion on persuasion and influence could begin and end with carnegies book.
Some theories focus on the systematic processing of information, whereas others. For more information on the source of this book, or why it is available for. The topic of persuasion has been one of the most extensively researched areas in. The heuristicsystematic model of social information processing.
Concurrently, with the rise of mass media and the pervasiveness. When persuasion was published posthumously in 1818, only a small circle of people knew of and admired jane austens novels. Persuasion typically manifests as one of two courses. Developments in theory and practice 2002, hardcover at the best online prices at ebay. The information processing theory is an approach to the. Cognitive information processing cip or career information processing cip. If messages are strong, people are likely to respond with positive attitude change. This chapter launches the second part of the book, which examines theory and research on the effects of persuasive communication.
The persuasion handbook provides readers with cogent, comprehensive summaries of research in a wide range of areas related to persuasion. Introduced in 1992 by joseph walther, sip provides an explanation for how aspects of the. Finally, we consider the connectionist modeling of information processing in persuasion as a theoretical complement to symbolic theories. Chapters provide an indepth background on persuasion theory and its developments over the ages, including social theories about audience. Resources for theories covered in a first look at communication theory 10th edition, by theory. But when arguments are weak, those taking this route to persuasion may reject the message. Copyright law, no part of th is book may be reprinted, reproduced. Contemporary communication theorys focus on the social scientific makes the universe of topics easier to structure.
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