Pdf the article outlines a series of persuasion theories in social psychology. Ostrom the probabilogical model of cognitive structure and. Cognitive learning and cognitive response to persuasion, and. Cognitive responses in persuasion 1982, hardcover for. Moves an audience by pointing out inconsistencies between new information and their currently held beliefs, attitudes, and values. There are several standard theories of persuasion that can be applied to advertising, including the cognitive response model greenwald, 1968. Function takes place within one of these systems or across a combination of these systems. Rucker personality and social psychology bulletin 2011 37. According to the elaboration likelihood model of persuasion. The fmri data were analysed statistically by using the general linear model. Evokes a rational, cognitive response from the audience. Cognitive responses can have their origin in the recipients own attitude. Social scientific approaches to persuasion presents the empirical study of persuasion including reinforcement and learning theories, attitude change, cognitive approaches including the elaboration likelihood model, compliancegaining in the interpersonal context and persuasion and mass media theory and research as a. A guide to successful persuasion, using studentfriendly examples to provide a muchneeded balance between theory and application offers a new approach using the cognitive response model, which places a special emphasis on audiences, and how they react to, or process, persuasive messages covers a broad range of issues including.
This model is essentially synonymous with the central route. Glossary chapter 5 and 6 glossary chapter 5 cognitive. Taking a theoretical thrust, the chapter introduces the cognitive response approach, the heuristicsystematic model, and the mainstay of the chapter, the elaboration likelihood model of persuasion. Chapter 1 theory and principles of public communication campaigns 7 to be more effective than campaign messages directly targeted to the focal segment rogers. Pages in category persuasion the following 18 pages are in this category, out of 18 total. Drawing from theory and research on attitude structure, a distinction was. Persuasive messages travel faster than ever before. Hi akakiwibear and dan marvin again, i was trying to avoid a long drawn out response and use. Cognitive our thoughts, beliefs, and ideas about something. Attitudes develop on the abc model affect, behavioral change and cognition. The cognitive response approach has been widely used in research by both academicians and advertising practitioners. Relapse prevention rp is an important component of alcoholism treatment.
The cognitive response approach has had a substantial impact on per suasion theory and. Cognitive response model shows that learning our cognitive responses to persuasion provides a basis for understanding the persisting effects of communication. Methodological issues in analyzing the cognitive mediation of persuasion norman miller and debbra e. Cognitive response refers to the response in individuals generated on seeing an ad which is evaluated in the light of past experiences, knowledge and attitudes. Relapse prevention an overview of marlatts cognitivebehavioral model mary e. 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. Citeseerx document details isaac councill, lee giles, pradeep teregowda. Cognitive response is not a synonym for decoding a message. For the statistical analysis, relevant contrast parameter images were subjected to a random effects analysis.
Instead, the direct cause is the selftalkthe internal cognitive responsespeople engage in after being exposed to the message. 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. Srullmethodological techniques for the study of person memory and social cognition. The cognitive model describes how peoples perceptions of, or spontaneous thoughts about, situations influence their emotional, behavioral and often physiological reactions.
Cognitive response an overview sciencedirect topics. Cognitivefunctional model for the effects of discrete. Received september 6, 1989 the effectiveness of a persuasive communication often depends on the nature of recipientgenerated cognitive responses. Testing the mediating role of cognitive responses in the. A presentation of the cognitive model as designed by aaron beck, and some of the cognitive and behavioral techniques used in emotional disorders will be discussed. Its focus has been to determine the types of responses evoked by an. Abstract this article reports five experiments examining the role of cognitive responses in the persuasion process.
Providing an accessible integration of theory and research methods, this text prepares students to critically analyze persuasive appeals and to design effective messages and campaigns. The cognitive response model of persuasion locates the most direct cause of persuasion in the selftalk of the persuasion target, rather than the content of the. A method for examining consumers cognitive processing of advertising messages by looking at the cognitive responses to hearing, viewing, or. 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.
Affective feelings or emotions that something evokes. Historical and methodological perspectives in the analysis of cognitive responses. This study addresses the shortage of empirical evidence on the elm by testing the mediating role of cognitive responses in attitude change. One of the cognitive responses that underlie persuasion is. The role of persuasion and cognitive bias in your church. Cognitive learning, cognitive response to persuasion, and attitude. Cognitive and affective matching effects in persuasion joshua j. Greenwalds theory states that we remember our cognitive responses better than actual information presented to us. Persuasion and cognitive dissonance persuasion refers to a deep conviction or belief especially political or religion ones that have a major impact on society. In persuasion, it considers the cognitive and affective mechanisms underlying attitude change, especially dualmode processing models, recipi. Cognitive responses in persuasion kindle edition by. Cognitive learning, cognitive response to persuasion, and attitude change1 anthony g. 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. Although the literature on the consequences of powerful and powerless language styles for impression formation is extensive, the persuasive effects of power of style have been neglected.
While the pri mary focus of this research has concerned the properties and func tions of recipients cognitive responses in persuasion situations, a 6 persuasion that can be applied to advertising, including the cognitive response model greenwald, 1968. A cognitive structurecognitive response approach jstor. In sum, by making reasonable assumptions about a message recipients initial opinions, cognitive response can order the persuasive main effect of credibility reported in previous investigations. The cognitive response model of persuasion locates the most direct cause of persuasion in the selftalk of the persuasion target, rather than the content of the message. Cognitive dissonance is aroused by inconsistent beliefs and behaviors. Finally, implications of this approach are discussed for rhetorical theory and criticism. To summarize an integrative communication response model from a theoretical and managerial perspective. The affective response is a physiological response that expresses an individuals preference for an entity. Methodological techniques for the study of person memory and social cognition. The aim of this study was to investigate whether and how a picture book preventing child sexual abuse can improve childrens self. Cognitive responses in persuasion edition open library.
Spence discussed six distinctions between cognitive and stimulus response sr theories of learning. Cognitive learning, cognitive response to persuasion, and. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The cognitive response is a cognitive evaluation of the entity to form an. Cognitive processing of attitudes ch 10 flashcards quizlet. Greenwald department of psychology ohio state university columbus, ohio it is a common assumption that the effectiveness of a persuasive communication is, at least in part, a function of the extent to which. Communication response model imc persuasion communication. Once we have decoded the message, our idiosyncratic.
To examine the nature of consumers cognitive processing of marketing communications. It gives the reader a solid grasp of foundational issues in persuasion research, the core components of persuasive transactions, and major theoretical. Second, communica tion is the means to achieve that goal. Among other things, the cognitive response data indicated that persons were more likely to think about the powerless style than the style that was ostensibly powerful. In his 1948 address to the division of theoreticalexperimental psychology of the american psychological association, kenneth w. Believing cigarettes are bad for your health, but smoking cigarettes anyway, can cause cognitive dissonance. Brock historical foundations of the cognitive response approach to attitudes and persuasion richard e. Cognitive learning and cognitive response to persuasion. Theory and principles of public communication campaigns. Usually, the change in consumers perception and belief is a result of learning through the advertisements. Aug 07, 2008 people are exposed to hundreds of persuasive messages per day in one form or another. Through his cognitive processes, the individual gives meaning to the situations in which he finds himself.
Cognitive behavior therapy is based on a cognitive theory of psychopathology. Motives in persuasion also have been investigated in research on attitude functions and cognitive dissonance theory. Cognitive responses in persuasion kindle edition by petty, richard, ostrom, t. The cognitive response approach marketing communications. The heuristic model of persuasion social influence. In the elaboration likelihood model of persuasion, the use of emotive language and imagery in general known as the peripheral route in the elm is the easiest to use to persuade people. Outcome studies and metaanalyses contemplating the efficacy of cognitive and cognitive behavioral therapies in various psychological and medical conditions will be briefly depicted. Persuasion is said to have occurred when the behaviour or thoughts of an individual influences the behaviour of another. 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. This chapter discusses the endproducts of social psychological processes.
First, persuasion involves a goal and the intent to achieve that goal on the part of the message sender. This assumed learningpersuasion relation is based on a reasonable analogy between the persuasive communication and an. Written in a clear and accessible style that assumes no special technical background in research methods, the third edition has been thoroughly revised to reflect developments in persuasion studies. It is widely accepted that cognitions bearing on the object of an attitude form a major. Cognitive versus stimulusresponse theories of learning. Concurrently, with the rise of mass media and the pervasiveness. Based on theoretical reasoning and empirical evidence, the affective response model arm is developed. Communication starts with the source, or persuader, who encodes the message and then. Belief what we think is true or false, the facts a. Cognitive response rational theories mental processing the law of cognitive response. In decoding, sound or visual stimuli are translated back into language. Then it will sketch petty and cacioppos elaboration likelihood model the elm, a cognitive response model as a basis for developing an rhetorical theory of message reception. When a human being is the object of an attitude, the cognitive component is frequently a stereotype, e. Thoughts that occur while we are listening to someone talk are called cognitive responses.
Cognitive model theory of psychopathology beck institute. The heuristic model of persuasion social influence taylor. Explaining theories of persuasion sage publications. Selftalk persuadesagreeing arguments selfgenerated arguments that support main argument. Persuasion has been a focus of extensive psychological research, but it has been nearly ignored by cognitive neuroscientists. Peter wright theoretical perspectives in the analysis of cognitive responses thomas m. The assumption is that these thoughts reflect the recipients cognitive processes or reactions and help shape ultimate acceptance or rejection of the message. Cognitive response model a theory that locates the main cause of persuasion in the selftalk of the persuasion target. An especially popular model that describes the dynamics of persuasion is the elaboration likelihood model of. There are several standard theories of persuasion that can be applied to advertising, including the cognitive response model greenwald. Developing health promotions to produce sustained behavior change. A more compelling test of the cognitive response explanation of the credibilitypersuasion relationship. The cognitive response model of persuasion locates the most direct cause of persuasion in the selftalk of the persuasion target, rather than the content of the message anthony greenwald first proposed the theory in 1968.
Use features like bookmarks, note taking and highlighting while reading cognitive responses in persuasion. Aug 22, 2016 the book draws on key ideas from both communication and social psychology to explore the mutual influence of cognitive and affective processes and the characteristics and production of messages. Attitudes are our evaluations or feelings toward a person, idea, or object and typically are positive or negative. Accordingly, a 2 x 2 x 2 experiment was conducted strong vs. The fact of the matter is, your response is a perfect illustration of social judgment theory. Received september 6, 1989 the effectiveness of a persuasive communication often depends on the nature of recipientgenerated. Offers a new approach using the cognitive response model, which places a special emphasis on audiences, and how they react to, or process, persuasive messages covers a broad range of issues including. When expert advice creates analysis paralysis causes and. E1 april, 2015 the smcr model was created in 1949 by shannon and weaver and it is the most commonly used basic communications model. It is a common assumption that the effectiveness of a persuasive communication is, at least in part, a function of the extent to which its content is learned and retained by its audience.
Indeed, this cognitive learning model of persuasion is most reasonable. The book draws on key ideas from both communication and social psychology to explore the mutual influence of cognitive and affective processes and the characteristics and production of messages. Testifying to the present dominance of cognitive analyses, the cognitive theories of persuasion are concentrated and demonstrate the fruitfulness of these formulations. Persuasion and cognitive dissonance outline example. While there are numerous theories that help to explain persuasion, we are only going to examine three here. The importance of cognitive responses in persuasion acr. C download it once and read it on your kindle device, pc, phones or tablets. The dynamics of persuasion resources chapter 5 routledge. Cognitive responses in persuasion by richard petty. Likelihood model, persuasion variables can influence people when they are highly motivatedable to process high.
The first three experiments examine the effects of variables that facilitate or inhibit cognitive responses to communications forewarning, distraction, and body posture. Glossary chapter 5 cognitive response approach to persuasion. Spence discussed six distinctions between cognitive and stimulusresponse sr theories of learning. The basic sequence of the model is a source, a message, a channel, and a receiver. Theory and research, third edition is a comprehensive overview of socialscientific theory and research on persuasion. Attitudes and persuasion introduction to psychology. Individuals perceptions are often distorted and dysfunctional when they are distressed. Cognitive and affective matching effects in persuasion.
Amanda hammer persuasive theory application com4405. Brock the nature of attitudes and cognitive responses and their relationships to behavior. Journal of experimental social psychology 27, 180200 1991 cognitive responses in persuasion. Thankfully, a number of researchers have created theories that help explain why people are persuaded.
The results offer little support for petty and cacioppos elaboration likelihood model of persuasive effects. Advances in consumer research volume 7, 1980 pages 741744. Although this is certainly true, the cognitive response model added an important insight by suggesting that the message is not directly responsible for change. The behavioral intention is a verbal indication of the intention of an individual. Communication and attitudes in the 21st century, richard perloff noted that the study of persuasion today is extremely important for five basic reasons the sheer number of persuasive communications has grown exponentially. A cognitive response analysis article pdf available in personality and social psychology bulletin 162. Okeefe 1990 argued that there are requirements for the sender, the means, and the recipient to consider something persuasive. Next we sketch a rhetorical theory of message reception which draws on the elm. It explains the role that process plays in persuasive communication effects. Greenwald department of psychology ohio state university columbus, ohio it is a common assumption that the effectiveness of a persuasive communication is. The cognitive response analysis of persuasion has guided a series of experiments conducted at ohio state university. Following this model, three behavior response systems are fundamental for understanding human behavior and function. Implicit in traditional informationprocessing models of persuasion such as mcguires 1972 receptionyielding framework and the cognitive response approach greenwald, 1968.