Lesson 5:

Chapter 5
Persuasion Approaches

Key Terms/Concepts

• affective-cognitive consistency latitude of noncommitment
• anchoring approach latitude of rejection
• assimilation and contrast effects learning theory
• attitudes, beliefs, values perceived choice
• behavioral commitment persuasion
• coercion resistant cognitive states
• cognitive consistency selective exposure
• cognitive dissonance theory social influence
• compliance gaining social judgment theory
• ego-involvement source credibility approach to
• fear appeals persuasion
• inoculation theory training in critical methods
• latitude of acceptance value-expectancy methods
• variable analytic approach to
• persuasion

Outline

I. Conceptualizing Persuasion

A. Attitude Toward Source's Proposal

1. Attitudes Are Evaluative

2. Beliefs Are Perceptions of Relationships, Consequences of a Proposal

B. Perceived Choice

C. Compliance

D. Belief Change—Attitude Change—Behavior Change

II. Six Dimensions of Persuasion Situations

A. Intimacy

B. Dominance

C. Resistance

D. Rights

E. Personal Benefits

F. Long-Term Consequences

III. Self-Awareness and Persuasion

IV. Approaches to Understanding Persuasion

A. The Variable-Analytic Approach

B. Research on Message Variables

1. Fear Appeals

a. Definition and Examples

b. Research Findings

c. Six Explanations of Fear Appeal Findings

(1). Drive Explanation

(2). Resistance Explanation

(3). Curvilinear Hypothesis

(4). Parallel Response Explanation

(5). Protection Motivation Explanation

(6). Threat Control Explanation

(7). Research Findings

2. Evidence in Messages

a. Definition

b. Evidence and Source Credibility

c. Evidence and Delivery Effectiveness

d. Prior Familiarity of Evidence

3. Language Intensity

a. Definition

b. Research Findings

4. Opinionated Language

a. Definition

b. Research Findings

c. Used in Forewarnings

C. The Source Credibility Approach

1. The Factor Model

2. The Functional Model

3. The Constructivist Model

D. Cognitive Dissonance Theory

E. Ego-Involvement, or Social Judgment Theory

1. Processes

a. Assimilation

b. Contrast

2. Components of the Model

a. Ego-Involvement

b. Anchor Belief

c. Latitude of Acceptance

d. Latitude of Noncommitment

e. Latitude of Rejection

F. Value-Expectancy Theory

1. Affective-Cognitive Consistency

2. Learning Theory

G. Elaboration Likelihood Theory

H. Compliance-Gaining Message Selection

V. Preventing Persuasion

A. Behavioral Commitment

B. Anchoring

C. Creating Resistant Cognitive States

D. Training in Critical Methods

E. Inoculation

VI. Smith's Contingency Rules Theory of Persuasion

A. Assumptions of Rules (Human Action) Theories

B. Components of Smith’s Theory

1. Cognitive Schemata

2. Contingency Rules

a. Self-Evaluative Rules

b. Adaptive Rules

VII. Summary