Theories of persuasion
14 important questions on Theories of persuasion
In order to understand persuasion, one must know...
- Who says what to whom with what effect
Speaker - Speaker + message + medium + audience = effect
- Theories focus on single or different stages of this
What are the three theories of persuasion?
- McGuire's information processing model
- Cognitive response model
- Dual process models
What does McGuire's information processing model look like?
- Exposure/presentation
- Attention/Awareness
- Comprehension/Understanding
- Acceptance
- Retention
- Action
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
For my 1st exam I got a C. Then, I started looking for ways to learn better and I came across Study Smart. Since then I have scored a A+, A, A- and another A. I highly recommend it to everyone who wants to hear it. I am so happy with it!!
I was struggling to finish all my first-year subjects for 3 years. Then I discovered Study Smart, which helped me to finish all of them within 3 months.
Because of StudySmart, things are going well in many ways. Before, I always had study stress and no time for anything. Now I feel calm and confident (because of the program). I used to score a B, now I usually score an A or A+.
Hey Chris, I really want to thank you very much for developing the platform, I usually got around C for my exams, now I scored an A+, an A and a A- !!
Since using Study Smart, my average has increased significantly. I even completed a statistics course with a A+ while I'm bad at statistics. I took on extra courses this year, because of Study Smart. Thanks so much!
Ever since I started studying with StudySmart I passed all my exams !!! No more re-sits!! At first, I was happy with a pass and now I only get good grades. Many thanks!
I aced all the courses I studied with Study Smart. For law, I first scored a D, and now an A! I’m 100% sure that I’ll pass all the courses I study with Study Smart.
I always thought I studied well. My grades were fine. I could never have imagined that applying these study skills would have such a huge and direct impact on my grades, my speed and the pleasure I have in learning.
For the first time, I finally feel totally confident about the way I learn. I have the perfect overview and make great progress in terms of speed and the grades I get. Thanks, Chris!
I immediately started to enjoy learning again, and my grades soared. All of a sudden, everything went better. I highly recommend Study Smart to all students..
Being able to create my materials online made the process of studying so much smoother and quicker. I no longer have to spend a huge amount of my time on creating my summaries.
At first, my notes were a mess. Now I use Study Smart to take my notes in a perfectly structured way. It helps me to save a lot of time and do other things I enjoy.
Students that study with Study Smart get better grades. The system applies all the learning methods in such a way that both well-performing students and students who struggle perform much better.
Hi Chris, I would like to thank you very much. Last year I scored C on a course, and this year I got an A+ thanks to your method! Thank you very much!
The largest effect is that my child is more enthusiastic about school! Every parent wants their children to be happy at school, Study Smart made it happen.
In high school, I failed several exams, and that has really changed now. I actually needed this tool very much back then. Since I started studying with StudySmart, I haven't had any D's. My average score is now an A and those are results I would have never had in the past
With my old method, I passed only 3 out of 8 courses. Since I started taking my notes digitally in Study Smart, I have passed all my courses on the first try. For me, StudySmart takes away the stress of wondering if I will pass or not.
Thanks to StudySmart, I passed all my exams, and with better grades than before! On top of that, I have mastered a very good study method now, which I am confident will help me earn my degree.
What are the assumptions of McGuire's information processing model? And what are counter arguments?
- Hierarchical model: people must go through each of the stages
- Skipping steps is possible
- Systematic processing is required
- Persuasion can occur without this
- Learning of the message is essential for persuasion
- Little scientific support
- Passive receiver
What are the assumptions of the Cognitive Response Model?
- The receiver is active
- Not always correlation between argument recall and attitude change
- Thoughts are also important
- Receiver relates message with existing information
- (Strong arguments:) Favorable thoughts: intended change
- (Weak arguments:) Unfavorable thoughts: unintended/no change
- The effect of argument strength disappears when distracted (when systematic processing is required)
- People often do not think about advertising this deeply
What is the thought listing technique?
- PP list all thoughts during message presentation
- Catergorize relevant thoughts as (un)favorable
- Create index
What are the dual proces models and what do they have in common?
- ELM: Elaboration Likelihood Model
- HSM: Heuristic Systematic Model (Peripheral Central Model)
- Information is being processed systematically or superficially
- Processing mode depends on ability and motivation
What is the Elaboration Likelihood Model?
- Persuasion Attempt
- Audience factors (high or low motivation and ability)
- Processing approach (Deep (quilitative) or superficial (attractiveness messager or number of arguments)
- Persuasion outcome (lasting change or temporary change)
What predicts ability?
- Knowledge
- Distraction/time pressure
- Repetition
What is the role of knowledge in processing ability?
Wood et al. (1985):
- Counter-attitudinal message against preservation of the environment.
- Argument strength had more effect on most knowledgeable students
- Argument length had more effect on least knowledgeable students
What is the role of distraction and time pressure in processing ability?
- When the processing intensity is low, people are more likely to use heuristics
- The case of multitasking: less attention for ads
What is the role of repetition in processing ability?
More repetition -> more ability to process
But too much -> irritation/wear out (particularly systematic processing)
What is the role of processing motivation?
- There are individual differences in this motivation
- It is greater when something is personally relevant
- When something relates to values, goals and needs
- Razor experiment. Most positive attitude when:
- High personal Relevance & Strong arguments
- Low personal relevance & Famous endorses
- When people are prone to considerable risk
- Fear appeals
Are fear appeals effective?
- Severe threat is unpleasant: results in defensive processing
- Strong arguments: more motivated to process the recommended action (should be clear)
- Self-efficacy: people should feel capable of engaging
- If low: effectiveness is unlikely
So effective if:
- They have informational value
- The message is personally relevant
- When combined with self-efficacy
Try our study magic for free
a PDF, study it super fast
- No sign up, email or credit card needed!
- AI makes unlimited flashcards
- Get unlimited quizzes and tests
- Ask AI anything
- No sign up, email or credit card needed!
- Have and keep perfect overview
- Make flashcards, notes and mind maps
- Review, test and score!
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
