Attitude Change

Attitude Change and Persuasion

• Attitudes don't always predict behaviors; however, changing attitudes is a common approach to influence thoughts and feelings.

• Example cartoon: A child asks their mom to sign a petition against school, highlighting reluctance due to the benefits school provides (e.g., no more bed dragging).

Persuasive Messages

• Definition: A persuasive message advocates for a particular stance on an issue without asking the recipient for immediate compliance.

• These messages encourage recipients to reconsider their beliefs rather than directly asking them to take action.

• Common settings for persuasion: speeches, advertisements, manifestos, and societal imagery.

Processing Persuasive Communications

• Two main tensions in processing persuasive messages:

  • Validity of the Information: Logical strength and credibility of the message.

  • Presentation of the Argument: How persuasive communications are framed can affect their impact, regardless of the validity.

  • Communicator's credibility and attractiveness can skew perceptions and outcomes.

Effectiveness of Persuasion

• Varies based on audience's motivation and ability to engage with the message.

• When audiences are motivated and able to think critically, they assess the message’s validity carefully.

• Conversely, if motivation or ability is low, they may rely on heuristic cues (simple impressions rather than deep analysis).

Dual Process Models of Persuasion

Heuristic-Systematic Persuasion Model (Chen)

• Two Types of Processing:

  • Systematic Processing: Deep cognitive engagement with the arguments based on logic and validity, requiring mental effort.

  • Heuristic Processing: Mental shortcuts taken based on superficial factors, such as expert opinions or how frequently something is encountered.

Elaboration Likelihood Model (Petty & Cacioppo)

• Two Pathways:

  • Central Route: Involves careful evaluation of the argument’s factual and logical content. Leads to lasting attitude changes if the argument is strong and compelling.

  • Peripheral Route: Relies on surface characteristics such as communicator attractiveness or heuristics like expert opinions. Attitude changes here tend to be temporary.

Central vs Peripheral Route to Persuasion

• Central Route:

  • Engaged when motivation and ability to process are high.

  • Results in more lasting, resistant attitude change due to careful consideration of the arguments.

• Peripheral Route:

  • Engaged when motivation or ability is low.

  • Characterized by reliance on superficial elements, leading to temporary attitude changes that are susceptible to further influence.

Role of Audience Factors in Persuasiveness

• Intelligence and self-esteem do not necessarily predict one's susceptibility to persuasion.

• What matters is the audience’s motivation to critically evaluate the message and their ability to process the information—both factors impact whether a central or peripheral route is taken.

• Superficial influences become more important in low-information settings, where deeper processing is less likely.

Conclusion

• The processing of persuasive communications depends on message quality, source credibility, and audience dynamics (motivation and ability).

• Future discussions will explore examples of messages that trigger different routes of processing.