Persuasive communication theory

This theory predicts a nonlinear relationship between discrepancy and attitude changewhere the optimal degree of discrepancy is a function of the targets ego involvement with the subject.


I saw a perfect example of a persuasive appeal to safety while waiting Persuasive communication theory the shop for my car to be fixed. The conclusion was that people are willing to bring pain upon others when they are directed to do so by some authority figure.

The first hypothesis was supported by the data. Appeals to needs are often paired with positive or negative motivation, which can increase the persuasiveness of the message.

Clearly state what you want the audience to do or believe. Speakers should strive to appeal to ethos, logos, and pathos within a speech. Theoretical Orientation The empirical work of the Hovland group was guided by a loose theoretical analysis based on learning principles, and by a conceptual framework that incorporated context variables source, message, channel, and receiver factorstarget variables immediate attitude change, retention, behavior changeand mediating processes attention, comprehension, and acceptance see McGuire, The argument asserted that instituting a senior comprehensive examination would raise grade point averages see p.

One area that has been heavily researched since the development of the theory is the prevention of smoking. Persuasion by the Central Route In the remainder of this chapter we examine persuasion that occurs when the receiver of a message is sufficiently able and motivated to give at least some scrutiny to the contents of the communication and to evaluate the merits of the arguments it contains.

Some areas that are currently being researched can possibly help with present-day issues e.

Theories of Persuasion

Later research, however, has often found the opposite effect, and many investigations have reported no differences between high- and low-fear messages for reviews, see Boster and Mongeau, and Higbee, Just by changing three words, it sounds like the lines are busy and other people are calling, so it must be a worthwhile organization.

Great examples of this are professional athletes. Conclusion Transition to conclusion and summary of importance: Two-sided messages present both counterarguments and refutations of those counterarguments.

Enter your email below to get them delivered right to your inbox. Make the pitch People need a solid reason to justify a decision, yet at the same time many decisions are made on the basis of intuition.

In this study, their focus is instead Brehm's concept of restoration. Additionally, the act of postinoculation talk bolsters their attitudes and increases resistance to the message as well as increasing the likelihood that talk will generate a potentially viral effect—spreading inoculation to others through the act of vocal talk Ivanov et al.

The essential question, therefore, is what makes an argument effective. Reciprocation produces a sense of obligation, which can be a powerful tool in persuasion. Receiver Factors On the opposite end of the communication context, parallel to source factors, are characteristics of the receiver or audience to whom the message is addressed.

The mental state of narrative transportation can explain the persuasive effect of stories on people, who may experience narrative transportation when certain contextual and personal preconditions are met, as Green and Brock [19] postulate for the transportation-imagery model.

Transportation theory psychology Narrative transportation theory proposes that when people lose themselves in a story, their attitudes and intentions change to reflect that story. First, the receiver must be made aware of the potential vulnerability of an existing position e.

Explanation[ edit ] Inoculation theory states that to prevent persuasion it is necessary to strengthen preexisting attitudes, beliefs, or opinions. Since the information provided by the organization supports the credibility of the threat, empowers the audience to address the threat, and is free, this is an example of an ethical fear appeal.

The voltage went up to volts. Thus if the target of the communication is personally relevant, this increases the elaboration likelihood of the intended outcome and would be more persuasive if it were through the central route. Social proof is most effective when people are uncertain or when there are similarities in a situation.

In the case of messaging, if the threatening message is weak or unconvincing, a person can reject the message and stick with their original stance on the matter. A successful persuasive communication designed to change a certain behavior must therefore contain arguments that will bring about a change in the antecedent intention.

These courses will teach prisoners basic reading, writing, and math skills that may be lacking. Several probabilistic models that link prior information to a given belief have been proposed and validated McGuire, b; Wyer and Goldberg, ; for a review see Slovic, Fischhoff, and Lichtenstein, As a result, reciprocation is a widely held principle.

It is critical that the attack is strong enough to keep the receiver defensive, but weak enough to not actually change those preexisting ideas. In a phone—a—thon, the host says something like, "Operators are waiting, please call now. Plastic surgery for cosmetic reasons cosmetic surgery.


One-sided messages are frequently seen in political campaigns when a candidate denigrates his or her opponent through " mudslinging ". Importantly, the study and its follow-up demonstrate the long-lasting effects of inoculation treatments.

Cognitive Dissonance Theory, however, cannot predict how people will choose to reduce their psychological discomfort when challenged.

Attempts to sway people to a different opinion or behavior can sometimes backfire by reinforcing an undesirable attitude. Create a powerful and persuasive call to action by using Monroe's Motivated Sequence. A simple, five-step strategy that can help you engage and inspire.

A comprehensive, coeducational Catholic High school Diocese of Wollongong - Albion Park Act Justly, love tenderly and walk humbly with your God Micah Persuasive communication can be an effective way to change the minds and behaviors of those with whom you disagree.

In this lesson, you'll learn about cognitive dissonance theory and the rational model of persuasion and how to apply them. Inoculation theory was developed by social psychologist William J.

McGuire in to explain how attitudes and beliefs change, and more importantly, how to keep existing attitudes and beliefs consistent in the face of attempts to change them. Inoculation theory functions as a strategy to protect attitudes from change–to confer resistance to counter-attitudinal influences, whether such.

When it comes to assembling persuasive copy, like any other construction job, you need to rely on your skills, experience, and toolbox. The toolbox of the writer is filled with words. In defining what I believe is a critical element of crafting effective copy, I’ll make my case by amending the.

Persuasive communication theory
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Cognitive Dissonance Theory – Communication Studies