Communications

Download Communication and Persuasion: Central and Peripheral Routes by Richard E. Petty PDF

By Richard E. Petty

It has been over 10 years because we initiated paintings on our first sequence of collaborative experiments. As graduate scholars, we had nice enjoyable making plans, undertaking, and scripting this learn (Petty & Cacioppo, 1977). We loved arguing with one another at our preliminary assembly in 1973 and feature sub­ sequently develop into most sensible associates, yet neither folks suspected on the time that we'd or may possibly actively retain a study collaboration over the following decade, or that we might now locate ourselves able to write this monograph. As we be aware in bankruptcy 1, we started our reports of persuasion at a time while social psychology used to be in "crisis," and curiosity in examine on angle swap specifically used to be declining. As we write this, we're conscious of six new volumes on persuasion which are in press or in guidance and that are meant to seem over the following couple of years. on reflection, it isn't so staggering that study on attitudes and persuasion could reemerge as a primary crisis of social psychology. We think that human emotions, ideals, and behaviors, even if within the area of interpersonal relatives (e. g. , marriage, aggression), politics (e. g. , balloting, revolution), healthiness (e. g. , following a scientific regimen), or economics (e. g. , patron purchases) are vastly inspired via the reviews humans have of alternative humans, items, and matters. in addition, reviews (attitudes) are motivated by way of impact, cognition, and behavior.

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Extra info for Communication and Persuasion: Central and Peripheral Routes to Attitude Change

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We will first briefly address the procedures we have employed to assess attitudes and attitude change in our experiments. Then we will discuss procedures for assessing and operationalizing the three basic constructs in the ELM: argument quality, peripheral cues, and message elaboration. Finally, we discuss individual differences in the likelihood of message elaboration. Assessing Attitudes and Persuasion As noted in Chapter 1, we use the term "attitude" to refer to a general favorable, unfavorable, or neutral evaluation of a person, object, or issue.

Again, our goal is to develop strong and weak messages that are roughly equivalent in their novelty and in our subjects' ability to understand them. 2 The top panel of Figure 2-3 depicts the results of a study in which a treatment variable has no effect on attitudes. In the right panel, conditions of high elaboration likelihood are shown. In this hypothetical study, only the quality of the message arguments determined the extent of attitude change. In the left panel, conditions of low elaboration likelihood are depicted.

This follows from the fact that subjects are likely to list some issue-relevant thoughts during a postmessage thought-listing even if the specific message arguments elicited few thoughts during exposure. Importantly, issuerelevant thoughts that were not influenced by the message arguments should be guided primarily by the subject's initial attitude on the topic. Therefore, to the extent to which Factor-A elicits a profile of issue-relevant thoughts that better reflect the quality of the issue-relevant arguments presented than Factor-B, it can be assumed that Factor-A has enhanced argument processing relative to Factor-B.

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