Model Of Persuasion Research Articles

Political Discourses at the End of Sophokles' Philoktetes

Abstract Sophokles' Philoktetes is a response to the oligarchic takeover and restoration of democracy in Athens in 411–10 BC. The play explores the grounds, strengths, and weaknesses of democratic discourse, and measures it against alternatives. The final agon between Neoptolemos and Philoktetes defines a model of legitimate persuasion (logos) that can replace Odysseus' sophistic and oligarchic modes of interacting with others. The deus ex machina, in turn, brings in an authoritative aristocratic discourse (muthos) that is superior even to democratic deliberation.

A metacognitive approach to "implicit" and "explicit" evaluations: Comment on Gawronski and Bodenhausen (2006).

A metacognitive model (MCM) is presented to describe how automatic (implicit) and deliberative (explicit) measures of attitudes respond to change attempts. The model assumes that contemporary implicit measures tap quick evaluative associations, whereas explicit measures also consider the perceived validity of these associations (and other factors). Change in explicit measures is greater than implicit measures when new evaluative associations are formed and old associations are rejected. Implicit measure change is greater than explicit when newly formed evaluative associations are rejected. When implicit and explicit evaluations conflict, implicit ambivalence can occur. The authors relate the MCM to the associative-propositional evaluation model and explain how the MCM builds on the attitude strength assumptions of the elaboration likelihood model of persuasion.

Does Advertising Literacy Mediate the Effects of Advertising on Children? A Critical Examination of Two Linked Research Literatures in Relation to Obesity and Food Choice

It is widely assumed in academic and policy circles that younger children are more influenced by advertising than are older children. By reviewing empirical findings in relation to advertising and children’s food choice, it is argued that this assumption is unwarranted. The findings do not suggest that young children are more affected by advertising than are teenagers, even though the latter are more media literate. This article critically examines the theoretical gap in the literature regarding the relationship between advertising literacy and advertising effects. By applying a dual process model of cognitive persuasion, it is shown that the evidence is more consistent with the argument that different processes of persuasion are effective at different ages, precisely because literacy levels vary with age. Recommendations for future research on the effects of advertising on children, together with the implications for policies of regulating advertising to young children and of media literacy interventions, are identified.

Persuasion According to the Unimodel: Implications for Cancer Communication

This study describes a unimodel of persuasion offered as an alternative to the dual-process models (the elaboration likelihood model and the heuristic-systematic model) in which the term persuasion has been understood over the past two decades. The unimodel asserts that information previously referred to as (peripheral or heuristic) cues and that referred to as message or issue arguments are functionally equivalent in the persuasion process: Both serve as an evidence for conclusions that recipients may reach, and neither is necessarily privileged by recipients’ (low or high) processing resources. The unimodel highlights several parameters of persuasion that have been relatively neglected in prior formulations. Attention to those parameters serves to integrate previous persuasion models and to offer suggestions for tailoring health communications about cancer-related issues.

EMOTIONAL AND NON-EMOTIONAL PERSUASION

A relevant issue in the domain of natural argumentation and persuasion is the interaction (synergic or conflicting) between “rational” or “cognitive” modes of persuasion and “irrational” or “emotional” ones. This work provides a model of general persuasion and emotional persuasion. We examine two basic modes for appealing to emotions, arguing that emotional persuasion does not necessarily coincide with irrational persuasion, and showing how the appeal to emotions is grounded on the strict and manifold relationship between emotions and goals, which is, so to say, “exploited” by a persuader. We describe various persuasion strategies, propose a method to formalize and represent them as oriented graphs, and show how emotional and non-emotional strategies (and also emotional and non-emotional components in the same strategy) may interact with and strengthen each other. Finally, we address the role of uncertainty in persuasion strategies and show how it can be represented in persuasion graphs.

Recruiting Through Job Advertisements: The Effects of Cognitive Elaboration on Decision Making

We applied a model of persuasion – the elaboration likelihood model – to investigate whether individuals' decisions about responding to job advertisements are affected by how deeply they process recruitment messages (i.e., elaboration likelihood, EL). We manipulated individuals' (N=112) motivation and ability to carefully process job advertisements (ads). As hypothesized, individuals in the lower (vs. higher) EL conditions chose more ads containing cues unrelated to the job (e.g., bolded font), and fewer ads containing higher quality arguments. Participants also reported that they “skimmed” and carefully read job ads in the past, providing evidence for variability in EL among job seekers. We discuss the implications of the findings for recruiters who wish to increase the size of their applicant pool.

Getting them to forgive and forget: cognitive based marketing responses to terrorist acts

AbstractThe context for the article is crisis management and the recognition of the essential role of the mass media in the strategically constructive diffusion of information. The paper introduces the relationship in the media between perception and reality specifically as it relates to the tourism industry. Building on this context, the elaborate likelihood model (ELM) of persuasion is creatively applied to strategies for attitude intervention and manipulation to affect market recovery from acts of terrorism. Additionally the model is applied to non‐affected but competitive destinations as an opportunistic strategy. Copyright © 2006 John Wiley & Sons, Ltd.

The Privatisation of Consumption: Marketing Media through Sensory Modalities

Marketers have heralded a major shift in the way products and brands are currently marketed to consumers. Rather than marketing a product or brand on its rational or functional attributes, such as touting a car's horsepower, agility or smooth ride, marketers now sell brands on their experiential or emotional dimensions, such as the sensations offered from driving the car brand. This shift towards ‘experiential marketing’ has not only affected the advertising end-product of executions, the advertising research process, but has also spurred new modes and models for advertising media planning. To wit, the linear and sequential model of media persuasion is being replaced by more open-ended, experiential models. Have marketers tapped into a new personalised way to approximate the consumer, or are these merely revised means of objectifying the consumer? This paper explores these dimensions and looks at what the changes in media models and consumer representations mean to marketers.

Increasing the Effectiveness of Communications to Consumers: Recommendations Based on Elaboration Likelihood and Attitude Certainty Perspectives

This article makes suggestions about how to effectively communicate the risks associated with products and services to consumers. The authors realize this goal by drawing on several rich streams of literature on the psychology of persuasion. Specifically, they provide guidelines for developing effective communications based on the elaboration likelihood model of persuasion and integrating emerging research on attitude certainty. On the basis of these research areas, the authors further discuss how to diagnose why a particular communication may not have proved effective. Finally, they provide examples to help illustrate the actual steps policy makers and others might take in developing communications to warn or inform consumers.

Persuasion in Finance

Persuasion is a fundamental part of social activity, yet it is rarely studied by economists. We compare the traditional economic model, in which persuasion is communication of objectively valuable information, with a behavioral model, in which persuasion is an effort to fit the message into the audience's already held beliefs. We present a simple formalization of the behavioral model, and compare the two models using data on financial advertising in Money and Business Week magazines over the course of the internet bubble. The evidence on the content of the persuasive messages is broadly consistent with the behavioral model of persuasion.

The goals of persuasion

This paper presents a model of persuasion in terms of goals and beliefs. Among the various ways to influence people, that is, to raise or lower the likelihood for them to pursue some goal, ranging from threat to suggestion, persuasion is viewed as a case of communicative non-coercive goal hooking. A persuader leads a persuadee to pursue some goal out of a free choice, i.e., by convincing him/her that the proposed goal is useful for some other goal that the persuadee already has. It is argued that the Aristotelian persuasive strategies of logos, ethos and pathos (rational argumentation, the speaker’s credibility and reliability, and the appeal to emotion) are always present in every persuasive discourse, and that they are exploited to raise the value of the goal proposed and to strengthen the believability of the link between it and the persuadee’s previous goals. The paper proposes an analysis of discourse in terms of a hierarchy of goals as a tool to single out these strategies within the discourse structure. By applying this model to different kinds of persuasive messages (political discourse, advertising, dialogues in the health domain), it shows how, in the fragments presented, this kind of analysis allows to clarify the relationships between the persuader’s and the persuadee’s goals and to elucidate how much and how directly the persuader appeals to logos, ethos and pathos in his/her discourse.

Using the Theory of Planned Behavior and a Stage Model of Persuasion to Evaluate a Safety Message for Firefighters

A field study was conducted to evaluate the effectiveness of a National Institute for Occupational Safety and Health (NIOSH) health and safety message targeted at firefighters and to examine predictors of safety intentions among this group. This project examined: (a) the ability of the theory of planned behavior (TPB) to predict behavioral intentions for firefighters receiving a NIOSH occupational safety and health message; and (b) the use of a persuasion output matrix to assess message impact. A message about firefighting safety was nationally distributed to 36,000 fire chiefs, from which 781 were randomly selected to complete a survey assessing message impact and behavioral intentions. Results indicate message impact was weakest at the exposure, recall, and action stages of persuasion output. The TPB variables were found to significantly predict safety intentions.

An ethics of representation for international marketing communication

PurposeThis paper offers an ethical analysis of visual representation that provides criteria for and sheds light on the appropriateness dimension of marketing communications. It provides a theoretically informed framework for recognizing and understanding ethical issues in visual representation.Design/methodology/approachAn interdisciplinary conceptual review and analysis focuses on four representational conventions, synthesizing ethical concerns, to provide a broader context for recognizing and understanding ethical issues in marketing representation: face‐ism, idealization, exoticization and exclusion. This framework is discussed and applied to marketing communications.FindingsIt argues that valuations of communication appropriateness must be informed by an awareness of the ethical relationship between marketing representations and identity. It is no longer satisfactory to associate advertising solely with persuasion, rather advertising must be seen as a representational system, with pedagogical as well as strategic functions. We conclude by discussing the theoretical, research, and managerial implications that arise from an ethics of visual representation.Originality/valueUrges moving beyond an advertising=persuasion model to encompass representation and culture in marketing communication studies. Contributes to understanding the ethical implications of marketing communication. Challenges marketers and researchers to broaden their conception of marketing communication to one more consistent with an image economy.

Exposure Increases the Believability of Unbelievable News Headlines via Elaborate Cognitive Processing

In Experiment 1, participants rated the believability of 9 unbelievable and 9 believable headlines as determined via preratings. After 1 day, participants made believability ratings and recognition judgments for 18 unbelievable headlines (9 targets and 9 foils) and 18 true headlines (9 targets and 9 foils). Experiment 2 conceptually replicated the procedure of Experiment 1 using SuperLab Pro to display headline stimuli while recording participants' decision times to make believability ratings and recognition judgments. Unbelievable headlines became more believable over time in both experiments, and participants in Experiment 2 took longer to make judgments for unbelievable headlines than for true headlines. In Experiment 3, participants saw mildly unbelievable headlines for 1, 2, or 4 min simultaneously or sequentially before making believability judgments. Simultaneous exposure time increased headline belief more so than sequential exposure. In testing the limited capacity model of mediated message processing, changes in headline believability were better explained by models incorporating elaborate processing mechanisms, such as the elaboration likelihood model of persuasion.

Psychological Aspects of the Transfer of Expert Systems Into Application

To gain the full value of expert systems (ES), transfer from design to application must not only ensure use of the technology but also that users are heeding the decision advice of the system. We report on a study that investigates variables relating to an intention to use an ES and acceptance of ES advice. A technology acceptance model is applied to test that perception of usefulness and whether ease of use has a strong link to the user's intent to use ES technology. A separate model of persuasion relates measures of confidence to the acceptance of the advice provided by an ES. A laboratory study of 205 student subjects utilizing a computer-selection ES served to test the two models. The study data confirmed the two models and also indicated that intent to use an ES and acceptance of the advice provided by the systems relate to different sets of variables. Organizations employing ES for crucial decisions must be alert to design an ES to build user acceptance along both psychological considerations.

Examining the complex roles of motivation and text medium in the persuasion process

Models of persuasion (e.g., Petty & Cacioppo, 1986) and conceptual change ( Dole & Sinatra, 1998) acknowledge that reader elaboration of and engagement with a given text increases the potential for belief change and that the process of elaboration or engagement is fueled by reader motivation. However, little is known about the predictive powers of various motivational constructs on belief change after reading compelling texts in both traditional paper and computer-based formats. As such, the present study examined how belief change is differentially influenced by three motivational constructs (i.e., need for cognition, topic interest, and topic interestingness), as well as the mediating role played by mode of delivery. Utilizing stratified, random sampling, college students responded to two persuasive articles presented through two distinct media—paper and computer. The results revealed that mode of delivery did not significantly influence belief change. In addition, of the three motivational constructs only need for cognition emerged as a statistically significant predictor of belief change, regardless of the mode of delivery. Implications for research and practice are forwarded.

Values-based Political Messages and Persuasion: Relationships among Speaker, Recipient, and Evoked Values

The persuasive power of values-based political messages may depend on recipients having (1) shared values with the speaker (a type of personal identity match); (2) shared political party identifications with the speaker (a type of social identity match); and/or (3) expectations about values traditionally associated with different political parties (an expectancy violation/confirmation). The independent and joint effects of these factors on the success of a persuasive message were examined, using the theoretical framework of dual-process models of persuasion. Participants (N = 301), classified according to their party identifications and primary value orientations, read a political speech that varied by argument quality, speaker party, and values evoked. Results indicated that value matching promotes close attention to the message, while party mismatching increases message rejection. These effects depend to some extent, however, on expectancies about values traditionally associated with different parties. Participants especially rejected messages from rival party members when the speaker evoked unexpected values. Results are discussed in terms of their implications for the efficacy of values-based political communication.

Morningness–eveningness orientation, optimal time-of-day and attitude change: Evidence for the systematic processing of a persuasive communication

This study investigates the effects of morningness–eveningness orientation and time-of-day on persuasion. In an attitude change paradigm, 120 female participants read a persuasive message that consisted of six counter-attitudinal arguments (anti-voluntary euthanasia) either in the morning (8:30 a.m.) or in the evening (7:00 p.m.). Attitude change was assessed by measuring attitudes towards the target issue before and after exposure to the message. Message processing was assessed by thought-listing and message recall tasks. Self-reported mood and arousal were monitored throughout. Participants were classified into M- and E-types according to their scores on the Horne and Östberg (1976) MEQ questionnaire. When tested at their respective optimal time-of-day (i.e., morning for M-types/evening for E-types), M- and E-types reported higher energetic arousal, greater agreement with the message, greater message-congruent thinking, and a propensity for superior message recall compared to M- and E-types tested at their nonoptimal time-of-day (i.e., evening for M-types/morning for E-types). The attitude change in those tested at their optimal time-of-day was mediated by the level of message-congruent thinking. Results are interpreted in terms of the Elaboration Likelihood Model of persuasion.

Explaining Costly International Institutions: Persuasion and Enforceable Human Rights Norms

Why do states create enforceable international human rights norms that empower third parties to prevent and sanction domestic human rights abuses? Recent theories suggest that international institutions are shaped not only by power and interests but also by the content of arguments during intensive communication and argumentation processes. Moving beyond the simple notion that “communication matters,” I argue that states are likely to be persuaded by arguments that draw on widespread taken-for-granted norms, in particular, prohibitions on bodily harm, the importance of precedent in decision making, and the link between cooperation and progress. This model extends previous theories by specifying mechanisms and scope conditions for international change through persuasion. I illustrate the argument by examining the convention against torture, a costly international institution that allows domestic courts to prosecute crimes that occur in the territory of other states (universal jurisdiction). Because of its enforcement mechanisms, the torture convention poses a difficult case for theories explaining international institutions. If persuasion models can explain even costly institutions, they should be more widely considered as explanations for all kinds of international institutions.

Applying the Elaboration Likelihood Model of Persuasion to a Videotape-Based Eating Disorders Primary Prevention Program for Adolescent Girls

This study applied principles from the Elaboration Likelihood Model of Persuasion to the prevention of disordered eating. Early adolescent girls watched either a preventive videotape only (n = 114) or video plus post-video activity (verbal discussion, written exercises, or control discussion) (n = 187); or had no intervention (n = 104). Significantly more body image and knowledge improvements occurred at post video and follow-up in the intervention groups compared to no intervention. There were no outcome differences among intervention groups, or between girls with high or low elaboration likelihood. Further research is needed in integrating the videotape into a broader prevention package.