Furthermore, to accomplish these goals, persuaders must consider the cognitive, affective, and behavioral. People can be moved in many small jumps or one large one. In persuasion, it considers the cognitive and affective mechanisms underlying attitude change, especially dualmode processing models, recipi. Persuasion is a fundamental form of social influence on human decision making. May 10, 2020 persuasion is symbolic, utilizing words, images, sounds, etc. Cognitive dissonance implies a state in which two cognitions or thoughts. Cognitive dissonance leon festinger defines cognitive dissonance theory as an impetus toward attaining a cognitive consistency and certainty. 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. In this case, according to cognitive dissonance theory, the second persuasive argument would be the one more likely to lead to a change in behavior. Cognitive rational theories involves channeling thoughts a. There follows a consideration of three contemporary persuasion theories, each of which treats persuasion as a product of a distinctive cognitive process. If you are starting to investigate the field and look for some essential books, i would recommend taking a look at these 3 books.
The rational model the rational model of persuasion is based on the idea that people behave in predictable ways based on. The sage handbook of persuasion sage publications inc. Persuasive messages travel faster than ever before. Theory and research, third edition is a comprehensive overview of socialscientific theory and research on persuasion. Advances in experimental social psychology, 17c, 267359. Concurrently, with the rise of mass media and the pervasiveness.
Cognitive dissonance is central to many forms of persuasion to change beliefs, values, attitudes and behaviors. The big list of academic theories, postulates, hypotheses, etc. List of books and articles about cognitive dissonance. Some of the limitations of the cognitive emphasis of most contemporary theories of persuasion consider several viewpoints that emphasize motivation as cognition. Greenwalds theory states that we remember our cognitive responses better than actual information presented. 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. A cognitive dissonance theory perspective on persuasion. When you start feeling uncomfortable, stop and see if you can find the inner conflict.
Application of persuasion and health behavior theories for. We will discuss two theoriesselfperception theory and cognitive dissonance theoryeach of which makes this prediction but for different reasons. Discuss the purpose of stimulation and cognitive dissonance when using persuasion. Cognitive dissonance communication oxford bibliographies.
Cognitive dissonance theory is a very wideranging theory. Although it is not always supported for example, curiosity might interfere with the selective exposure effect, there is no question that this theory has strong research support. Cognitive dissonance theory paper 75 words bartleby. Okeefe includes a discussion of research on the production of persuasive messages as well as more traditional research on the study of message effects. Mar 16, 2019 social cognition is a subtopic of social psychology that focuses on how people process, store, and apply information about other people and social situations.
The two routes to persuasion persuasion depends on receiver motivation to thinkcare, that is, personal relevance of the issue and ability to think about the persuasive topic. It focuses on the role that cognitive processes play in our social interactions. 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. We do not behave merely by reflex, taxis, instinct, and conditioned response. The way we think about others plays a major role in how we think, feel, and interact with the world. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion, to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and. The theory of cognitive dissonance was developed in 1957 by leon festinger 1919 to 1989, an american psychologist, and has at its core the principle that people strive to maintain consistency among pairs of cognitions or knowledges about their own opinions and. Here is just a segment of the book s table of contents, filled with ideas on kindness, generosity, and partnership. At their core, cognitive approaches ask a simple question. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and. Written in plain english, with a conversational tone that anyone can understand, persuasive techniques builds on the work of social psychologists such as. 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. Sage reference persuasion and social influence theories.
Theories of persuasion persuasion in your life taylor. In this lesson, youll look at theories of persuasion and how they work. The cognitive response model shows that learning our cognitive responses to persuasion provides a basis for understanding the persisting effects of communication. Pdf the article outlines a series of persuasion theories in social psychology. Leon festinger defines cognitive dissonance theory as an impetus toward attaining a cognitive consistency and certainty. The new edition contains more coverage of the theory of reasoned action, a new chapter on. Social cognitive theory an overview sciencedirect topics. Festinger and his team went on in later studies to focus on the specific psychological process by which this cognitive adjustment had taken place. The 21 laws of persuasion the book persuasive techniques explains all the 21 laws of persuasion and how they can be applied to everyday life, especially in business. Shane parrish of farnam street reads a lot of booksup to 14 each monthso it means something when he picks robert cialdinis influence.
Theories do not have rules that have to be followed, but they may contain principles, or guidelines, to refer to and compare phenomena to. Miller defined persuasive communication as any message that is intended to shape, reinforce or change the responses of others miller, 1980. The section that follows explains three early theories of persuasion. From wellcrafted public relations campaigns designed to foster positive attitudes about a company to telling a story to convince a customer that a salesperson is honest, the theories presented. If cognitive theories of panic disorder are correct, how can you treat panic disorder. Social cognitive theory posits that learning most likely occurs if there is a close identification between the observer and the model and if the observer also has a good deal of selfefficacy. Cognitive dissonance theory is an aversive motivational state that occurs when an individual entertains two or more contradictory attitudes, values, beliefs, or behaviors simultaneously. The persuasion handbook provides readers with cogent, comprehensive. Communication and attitudes in the 21st century, richard perloff noted that the study of persuasion today is extremely important for five basic reasons.
How to use 10 psychological theories to persuade people. An introduction to cognitive dissonance theory and an. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and larger scale persuasive campaigns. In 1957, leon festinger proposed another theory for understanding how persuasion functions. Sage books the ultimate social sciences digital library. As a voracious reader of brainy books on influence and persuasion not limited to. The last of the three theories of persuasion discussed here is the elaboration likelihood model created by petty and cacioppo. Outline how persuasion is determined by the choice of effective communicators and. Part of the lecture notes in computer science book series lncs, volume 4744. Cognitive theories of personality focus on the processes of information encoding and retrieval, and the role of expectations, motives, goals, and beliefs in the development of stable personality characteristics. Aristotelian theory, ranks model, and the narrative paradigm. For example, maybe you know you should be working on your speech, but you really want to go to a movie with a friend. 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.
Anthony greenwald first proposed the theory in 1968. Social cognitive theory sct is one of the most frequently applied theories of health behavior baranowski et al. 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. Motives in persuasion also have been investigated in research on attitude functions and cognitive dissonance theory. Predictably irrational, revised and expanded edition.
Cq press your definitive resource for politics, policy and people. This comprehensive text provides a thorough and critical treatment of persuasion theory and research from a social science perspective. Selfefficacy is the extent to which an individual believes that they can master a particular skill. Although portrayed as theories of persuasion, each of these viewpoints can be applied to a wide variety of communication contexts. Sage video bringing teaching, learning and research to life. A little more than 60 years ago, leon festinger published a theory of cognitive dissonance 1957. Sage business cases real world cases at your fingertips. The concept of persuasion has been developed between the 1940s and 1950s after studies aimed at defining the optimal persuasive effectiveness of propaganda, being it political or an advertising campaign. Social cognitive theory, the cognitive formulation of social learning theory that has been best articulated by bandura 24, 25, explains human behavior in terms of a threeway, dynamic, reciprocal model in which personal. Festingers theory of cognitive dissonance has been one of the most in. The chapters include critical views of cognitive dissonance and explorations of the moderators of cognitive dissonance, including commitment, time of decision, and individual differences. Changing attitudes through persuasion principles of social. Cognitive dissonance changing minds and persuasion. Cognitive theories of persuasion northwestern scholars.
The cognitive perspective on social interaction begins with the assumption actually, more like an axiom that humans are intelligent creatures. The three that will be discussed are cognitive dissonance, the elaboration likelihood model and the psychological motivational theory with special attention to abraham maslows hierarchy of needs. Cognitive response rational theories mental processing the law of cognitive response. Explaining theories of persuasion sage publications. To this point, we have focused on techniques designed to change attitudes. The tension can be injected suddenly or allowed to build up over time. It involves a deliberate attempt to influence others. 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. In a lot of ways, a discussion on persuasion and influence could begin and end with carnegies book.
Persuasion theory is a mass communication theory that deals with messages aimed at subtly changing the attitudes of receivers. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Cognitive response rational theories mental processing. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion, to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and larger scale persuasive campaigns. The book also examines attempts to resolve dissonance, such as selective exposure. Learning theories persuasion is really just a version of learning the desired response to persuasive efforts often using conditioning and comprehension and incentives a. Social psychologist joel cooper captures all of this beautifully in cognitive dissonance. The cognitive approach to persuasion while the communication approach focuses on the who, whom, and what of persuasion, more recent cognitive approaches focus on the role that thinking and information processing play in persuasion.
It has generated hundreds and hundreds of studies, from which much has been learned. This approach differs from personality theories that emphasize either the conditions within which personality develops e. More recently, dual process theories of attitude change point to two different paths. Sage reference the complete guide for your research journey. The early theories provide a foundation for the study of persuasion. Explain the three theories of persuasion discussed in the text. Cognitive dissonance theory applications 2122 words.