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Persuasion - Coggle Diagram
Persuasion
Cognitive dissonance theory
two inconsistent cognitions
most likely to change our attitude than behaviour to reduce dissonance
if reward sufficient = justification
insufficient reward = attempt to reduce dissonance
NEW LOOK THEORY OF CD Cooper & Fazio 1984
high psychopathic traits = no/low CD effects
Yale approach
communicator (who)
source
credibility
expertise
trustworthiness
likeability
similarity
attractiveness
timing (more impact preceeded the message) (Tormala et al 2007)
similarity of views (Menegatti & Rubini 2013)
communication (what)
message
effects of repetition
optimum level vary across context
fear
McGuire, 1969 U Curve = moderate amount of fear
High fear & low self-efficacy = defensive behaviours (Kok et al 2017)
High fear & self-efficacy = behaviour change (Peters et al 2013)
modality & message complexity
framing eg losses or gains
sleeper effect
message impact overtime when discounting cue no longer recalled
order of presentation
primary/recency effect
relevance - WIFME
audience (to whom)
audience
self-esteem
McGuire 1968 u curve
Bem & McConnel high SE deny/forget
Lin & Chen 2021 show differences
males/females
earlier research biased due to topics methodology
Galasso et al 2020 COVID response
individual differences
eg high need for cognition trait
age
increasing persistence
impressionable years
life stages
lifelong openness
differences in any of the 3 influence persuasion and likelihood of attitude change
interaction between all 3 important
dual-process models
Elaboration-likelihood
model Petty & Cacioppo (1986)
central route
peripheral route
motivation, attention & cognition need levels determine the route
Systematic-heuristic
model Chaiken
sufficiency threshold
mood
topic relevance
source likeability
strength of message
Prior beliefs (disconfirmation bias)
cognitive biases (3rd person effect)
Self-perception theory