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Psychology of Marketing & Advertising (Fach) / Chapter 5: Theoretical Approaches to Persuasion (Lektion)

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  • Yale reinforcement approach “Who says what to whom with what effect” – Credibility, argument features (fear-arousing appeals, organization of arguments), individual differences, etc.  The impact of these factors on attitudes is mediated by: – Attention to the content of communication – Comprehension of the message – Acceptance of conclusions advocated by message  Source effects – impact of source of communication on persuasion – Attribution to prestigious or non-prestigious sources influenced evaluation! 
  • Information processing model (McGuire) l 5 stages in the processing of persuasive – Attention – Comprehension – Acceptance – Retention – Behavior  Problems: 1. We do not always go through all these steps – Emotion-based attitude formation 2. We do not always process messages systematically (complex and expensive products)  
  • The cognitive response model (Greenwald et al.) Developed to explain lack of correlation between argument recall and attitude change Listener is active, not passive People elaborate on messages with their own knowledge! Might consider info not in message to generate argument 
  • The cognitive response model (Greenwald et al.) l Major contributions 1. Methodological: Thought-listing technique • Ps asked to list all thoughts • Eliminate irrelevant thoughts, categorize relevant ones (+/-) • Index developed between + and – thoughts  2. Theoretical: Developing counterarguments Very strong argument might have positive cognitive response the more we think about it!  Persuasion should depend on 2 things  The extent to which people engage in message relevant thoughts Favorability of these thoughts 
  • The cognitive response model graph Strong arguments -> predominantly favorable thoughts -> attitude change Weak arguments -> predominantly unfavorable thoughts -> no attitude change
  • The cognitive response model l Role of distraction – Distraction can actually strengthen or weaken persuasion – When distracted... strong arguments -> generate fewer positive arguments -> no attitude change weak arguments -> generate fewer negative arguments -> attitude change
  • Dual process theories of persuasion l 2 routes to persuasion form endpoints of processing intensity continuum  1.  “Peripheral route” – Heuristic processing - Using simple decision rules (shortcuts) without thinking about the arguments – Trust friend or expert in subject... 2. “Central route” – Systematic processing  - Thinking carefully about the arguments  - identical to cognitive response model
  • Dual process theories of persuasion l Heuristic processing – Using simple decision rules to accept or reject persuasion – Mostly related to the communicator and not the message itself • E.g., I like this person so what they say is true • Or, experts can be trusted more than non-experts • When? – People will rely on this when unmotivated or unable to process message 
  • Dual process theories of persuasion l processing motivation and ability Processing motivation – In order to access arguments: Message has to be relevant to us – When motivation is low: Peripheral route (heuristics) • Processing ability – In order to access arguments: We need knowledge,time, peace of mind... – When ability is low: Peripheral route (heuristics) 
  • Dual process theories of persuasion l motivation 1. Accuracy motivation – We want to form an accurate view – But not always the case! 2. Defense motivation – Strong preference for particular position – Positive self-regard (we don’t want to be stupid or bad) 3. Impression motivation – Desire to express socially acceptable attitudes – Desire to please others 
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  • Several models have been developed to help explain persuasion 1. Yale reinforcement approach 2. McGuire’s information processing model 3. Cognitive response model 4. Dual process theories 
  • Assessing the processing intensity of systematic processing l Thought-listing Thought-listing technique used to assess systematic processing if attitude change is due to systematic processing, then: – 1) Ps generate favorable thoughts towards the position communicated – 2) Favorability of these thoughts correlates with attitude change – 3) A favorability index (favorable thoughts/total thoughts) mediates the effect on attitude change 
  • Processing ability and attitude change In some situations we might not be able to process information 1. Working knowledge: Amount of working knowledge increases processing ability  2. Distraction :  – When arguments = weak l Distraction increases attitude change – When arguments = strong l Distraction reduces attitude change 
  • The effect of knowledge on processing ability The effect of knowledge on processing ability – Students given counterattitudinal messages against environmental protection IV1: Ps’ knowledge (3 groups based on pretest) IV2: Argument quality (strong vs. weak) IV3: Message length (long vs. short) lLong messages just more wordy, same arguments  Main effect: More knowledgeable people less influenced by message Interactions: • Argument quality affected only the most knowledgeable • Message length (heuristic cue) affected only the least knowledgeable 
  • Processing motivation and attitude change Motivation affects the extent to which we scrutinize ads → Situational factors Personal relevance Fear →Individual differences 3 Need for cognition Need for cognitive closure 
  • The effect of personal relevance on attitude change We scrutinize info only if it is important for  – High relevance: attitude affected by argument quality l Strong arguments > weak arguments – Low relevance: attitude affected by source expertise l Expert source > non-expert source 

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