Persuasion
Yale Reinforcement Approach
persuasion = learning experience
collection of relevant factors
source effects
message effects
individual differences
Information processing model
go through all stages to be persuaded
problem: lack of structure
problem: lack of empirical support & message content is viewed as essential for persuasion
the cognitive response model
focus on cognitive responses
receivers are active thinkers
persuasion depends on
argument
message-relevant thoughts
favorability of these thoughts
distraction
problem
presupposes cognitive response
can't explain attitude change without it
Dual process theories
processing motivation / capacity added
s1: low --> automatic
s2: high --> deliberate
Elaboration Likelihood model
arguments: central, everything else peripheral
Heuristic Systematic Model
heuristics peripheral, everything else central
problem: the 2 types of processing can co-occur & multiple role assumption
the unimodel of persuasion
one dimension of processing intensity
low --> heuristics
high --> arguments
rejects that heuristic cues are not valid
processing intensity factors
ability
knowledge
distraction
personal relevance
price
emotional appeals