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