The six conditions for bringing about this change are outlined by him. The interplay between intuitive and deliberate modes of processing judgmentrelevant information in sum, although the elm, the hsm, and the unimodel have usually been treated as different models of information processing in persuasion research, all three share a number of assumptions see table 1 for a summary. The heuristicsystematic model of information processing, or hsm, is a widely recognized. Petty and john cacioppo proposed a dual process theory focused in the field of social psychology in 1986. Elaboration likelihood model project gutenberg self. Heuristic versus systematic information processing and the use of source versus message cues in persuasion, journal of personality and social psychology, 1980, 39, 752766. It is an unconscious process that we are not in control of. His scholarly interests include persuasive communication, credibility assessment, and human information processing, and he has authored numerous book chapters and articles in academic journals.
The heuristicsystematic model of persuasion chaiken, 1980, 1987. As a convert from the baptist persuasion more than 40 years ago, i still feel like an outsider in the church despite the kindness and acceptance of catholic friends. This module was designed to help you develop your persuasive tactics and rhetoric to increase your influence. Pdf information processing approaches to persuasion. The elm emphasizes the cognitive processing with which people react to persuasive communications. Mobile persuasion design presents ten conceptual design projects or machines for new mobile applications smartphone or tablet with web portals that combine theories of persuasion and information design to change peoples behaviour areas such as the environment, health, learning and happiness are explored, looking at ways of marrying peoples wants and needs to make. The model suggests both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion. In this chapter, we present the discrepancy motives modelan integrative framework for organizing how persuasion variables interact with message position to affect the depth of information processing. 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. We use central processing, as in the elaboration likelihood model, when thinking deeply about a subject. Mcguires information processing model in persuasive. In order for the central route of persuasion to be effective in changing attitudes, thoughts, and behaviors, the argument must be strong and, if successful, will result in lasting attitude change. People need to encode information from the world in order to process it and. Learn vocabulary, terms, and more with flashcards, games, and other study tools.
The model can help you find the best negotiation approach to use, based on your level of intuition and your influencing capabilities. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. Heuristic versus systematic information processing and the use of source versus message cues in persuasion. An extension of the conflictresolution model is the elaborationlikelihood model elm of persuasion, put forth in 1980 by american psychologists john cacioppo and richard petty. Dual process theory definition psychology glossary. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristicsystematic model developed by shelly chaiken. Yale communications model elaboration likelihood model. You can use the model to develop your influencing and persuasion skills, and become a better negotiator. The heuristicsystematic model of social information processing. The text continues the tradition of being primarily social science based yet includes research and theories from other theoretical paradigms. Their theory is called the elaboration likelihood model of persuasion. Information processing communication oxford bibliographies. Art of persuasion neuropsychology cognitive science. To be persuaded, you have to first pay attention to a message and then agree with it.
From an advertisers perspective, what products would be best sold using the central route to persuasion. The first pathway is system 1 processing which is very fast, automatic, involuntary. Advances in experimental social psychology, 19, 123205. Part of the lecture notes in computer science book series lncs, volume 4744. When we are in this mode we are more open to reasoned persuasion. More of a criticism than a disadvantage, but the model is based on the assumption that attitudes formed through central route processing will be stronger and harder to alter. Sage reference the heuristicsystematic model of social.
One way is through systematic processing, whereby people think carefully about any available information when forming an opinion to determine whether the information is accurate or valid. Mcguires information processing model in persuasive communication essay or research paper is only a click away. The persuasion handbook provides readers with cogent, comprehensive summaries of research in a wide range of areas related to persuasion. The accepted metaphor in cognitive neuroscience is the brain as a computer, whereas the metaphor john cacioppo proposed for social neuroscience is the brain as a mobile information processing device designed for connection at a distance to and interaction with other similar computing devices. Striking a balance in coverage between the extremes of analyzing too many or too few theories, contemporary communication theory examines important theory building activity in the field of communication. The elaboration likelihood model elm of persuasion 1 is a dual process theory describing how attitudes form and change. By discussing historical examples of classical principles of persuasionfrom aristotle to the six succes factorsyoull learn what makes ideas memorable and be able to craft effective messages of your own. An analysis of information processing in response to persuasive. Mcguire 1968 used the messagelearning approach to develop a model of persuasion and learning that focused on information processing. What is the elaboration likelihood model in psychology. Nick kolenda does a wonderful job and methods of persuasion is one of the best books i have read on persuasion. Learning theories summaries on the website as an electronic book, conveniently organized into one pdf file that you can print and use for your papers or assignments. Persuasive communication is an integral part of advertising strategy in communication science and writing an essay on the mcguire model an essential prerequisite for the course. Motives in persuasion also have been investigated in research on attitude functions and cognitive dissonance theory.
The systematic route is similar to the elaboration likelihood. Spontaneous processing is direct, quick, and often involves affective responses to the message. Concurrently, with the rise of mass media and the pervasiveness. Exploring attitudes and changing attitudes through persuasion. Systematic processing involves attempts to thoroughly understand any available information through careful attention, deep thinking, and intensive reasoning, whereas heuristic processing involves focusing on salient and easily comprehended cues that activate welllearned. Traditionally, persuasion has meant human communication designed to influence the. The elaboration likelihood model elm of persuasion is a dual process theory describing the change of attitudes. The heuristicsystematic model of information processing was first developed. Introduction interactive information technology designed for changing users attitudes or behavior is known as persuasive technology fogg 2003.
Stiff formerly served on the faculties of michigan state university, arizona state university, and the university of kansas. Persuasion definition persuasion is a method of changing a persons cognitions, feelings, behaviors, or general evaluations attitudes toward some object, issue, or person. Best persuasion books books that help anyone selling anything do it more effectively. Key issues, process model, and system features 486 volume 24 article 28 i. Although any change technique is sometimes referred to as persuasion regardless of the target of influence, the term more commonly refers to a method of change in which a person is deliberately. Methods of persuasion covers the packaging of information from predelivery to postdeliver to dramatically increase the likelihood of compliance. In their theory, there are two different routes to persuasion in making decisions. This model assumes that human cognition is a lot like a computer and the way the human brain works is by processing information through a series of stages. The heuristicsystematic model proposes two distinct modes of thinking about information. I really like the organization of contemporary communication theory. Dual process theory divides the processing of information into two pathways. Using a modified heuristicsystematic model to characterize.
Systematic processing involves attempts to thoroughly understand any available information through careful attention, deep thinking, and intensive reasoning, whereas heuristic processing involves focusing on salient and easily comprehended cues that activate welllearned judgmental shortcuts. Information processing theory changing minds and persuasion. An advertising and marketing persuasion model which assumes that potential customers must pass though a series of seven stages leading to the ultimate purchase. Information processed in this automatic manner lacks specific details and context. Marquette university, 20 this study combines two major theories in communication research, palmgreen and rayburns expectancyvalue approach to media gratifications 1985 and eagly and. This model demonstrates the changes in attitude and behavior in response to persuasive communication. Finally, we consider the connectionist modeling of information processing in. A theory of heuristic and systematic information processing. These models distinguish between qualitatively different modes of information processing in making decisions and solving problems e. From a topical standpoint, this handbook takes an interdisciplinary approach, covering issues of interest to interpersonal and mass communication researchers as well as psychologists and public health practitioners.
The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. Information processing theory discusses the mechanisms through which learning occurs. The model is a matrix of inputs and outputs applied to persuasion, the inputs are the different aspects of the persuasioncommunication attempt, and outputs are the stages of persuasion, each of which can be measured as a measure of how persuasive the communication has been. A heuristic approach to persuasive message processing involves utilization. Message position, information processing, and persuasion. An advertising and marketing persuasion model which assumes that potential customers must pass though a series of seven stages leading to the ultimate purchase the positioning model a way to attract prospects by positioning the brand how you frame your product, candidate, or ideaideology into top of mind awareness t. Persuasion is defined here at its most fundamental. Jul 23, 2002 the persuasion handbook provides readers with cogent, comprehensive summaries of research in a wide range of areas related to persuasion.
What audience would most likely be influenced to buy the product. These two theories are the elaboration likelihood model elm. Elaboration likelihood model a theory of persuasion. Develops a model and a set of research propositions that capture and extend current theory on information processing from advertisements. I think students will appreciate the ways in which many theories are covered under a coherent theme of topics i. Heuristicsystematic model of information processing wikipedia. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. 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. A growing number of information technology systems and services are being. Read, highlight, and take notes, across web, tablet, and phone. 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. Key features of the framework are 1 a more complete, integrative discussion of needs and motivation, 2 a more precise specification of processing mechanisms than currently is proposed in tworoutestopersuasion models, 3 inclusion of a new typology of emotional and cognitive responses explicitly linked to the levels of brand processing. Cognitivefunctional model for the effects of discrete. Often students dont understand how theories connect together, but rather see them as very separate bodies of research.
Contemporary communication theory higher education. In persuasion, it considers the cognitive and affective mech. Influence, by robert cialdini this is the classic book on how to persuade someone without them even noticing. Sage reference a theory of heuristic and systematic. The heuristicsystematic model of information processing was first. The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information. Exploring the interplay between intuitive and deliberate. The authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The objective of this study is to formulate a general framework for advertising research.
The list is designed to be particularly helpful for marketers, entrepreneurs and leaders. Specifically, it focuses on aspects of memory encoding and. Chen and chaiken, 1999 page 247answers this question by. Communication modality as a determinant of message persuasiveness and message comprehension. Youll notice that this chapter looks a bit different from our earlier chapters. Heuristicsystematic model of persuasion iresearchnet. The model doesnt state when to use a particular form of persuasion, merely that the best model to use will be dependent on the elaboration level of the message recipient. Using a modified heuristicsystematic model to characterize information seeking on the internet kyle hill, b. Explaining theories of persuasion sage publications. Its a great place to start because its both foundational, simple, and dense. The yale information processing model or yale attitude change approach was. Adoption of electronic health records in the presence of privacy concerns. According to kahnemans model, attention is conceptualized as limited capacity information processing resources that are allocated to the mental tasks of perceiving and remembering information presented in our sensory environment. Heuristicsystematic model of persuasion definition the heuristicsystematic model is a theory of persuasion that suggests attitudes can change in two fundamentally different ways.
Objective integrate existing literature and provide directions for future. Cognitive psychologists use the information processing model to explain cognition. In this chapter, we present the discrepancy motives model an integrative framework for organizing how persuasion variables interact with message position to affect the depth of information processing. The last of the three theories of persuasion discussed here is the elaboration likelihood model created by petty and cacioppo. Understanding the information processing model for. This is a direct route to persuasion that focuses on the quality of the information. What are the best books about the psychology of persuasion. Early research investigating how people process persuasive messaging focused mainly on.
In this chapter, we present the discrepancy motives modelan integrative framework for organizing how persuasion variables interact with message position to. Explain mcguires informationprocessing model expand. The yale information processing model or yale attitude change approach was born out of propaganda research conducted after world war ii. Adoption of electronic health records in the presence of.
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