attitude change and persuasion

Question 1

what were McGuire’s 5 steps to persuasion?

Answer 1

1) audience attention
2)audience comprehends message
3) message acceptance
4) retain new attitude
5) act w new attitude

Question 2

when did McGuire develop his 5 steps?

Answer 2

1969

Question 3

Cite the Message Learning Approach

Answer 3

Harland et al (1953)

Question 4

what is the Message Learning Approach?

Answer 4

3 key elements to persuadin
- message + familiarity heuristic
- audience
- communicator + expertise heuristic

Question 5

What did Bochner & Insko (1966) find?

Answer 5

expertise heuristic exists - sleep research
believe sleep advice when from expert even if wrong

Question 6

what did Arkes et al (1991) find?

Answer 6

familiarity heuristic - more repetition of message creates higher perceived truth

Question 7

What did Janis (1967) find?

Answer 7

fear has biggest effect on attitude change when moderate

Question 8

What did Janis (1954) find?

Answer 8

low self-esteem = easily persuaded

Question 9

According to dual process models, what are the 2 routes for persuasion?

Answer 9

High effort (deliberative) & Low effort (automatic)

Question 10

cite the Elaboration Likelihood Model

Answer 10

Petty, 1986

Question 11

What is the Elaboration Likelihood Model?

Answer 11

deliberative route is the central route used and creates the strongest attitudes. the low effort route is the peripheral route.

Elaborative likelihood = chances of central route being used

Peripheral route = better persuasion

Question 12

cite the Heuristic-Systematic Model

Answer 12

Chaiken (1980)

Question 13

explain the heuristic-systematic model

Answer 13

explains when high (systematic route - all available info processed) vs low effort (heuristic route - short cuts in decision making) processing is used

sufficiency principle - want confidence in choice before committing to it.

less confidence than suffiency threshold results in systematic route being chosen