Persuasion Theories:
McGuire Model
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source,
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message,
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channel,
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and receiver.
Persuasion process
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1) Attention
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2) Comprehension
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3) Yielding or acceptance of the message
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4) Retention
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5) Action
Criticisms of the McGuire Model
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1) Rational
receiver
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2) Steps
are taken out of sequence
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3) Retention
of the message
Hovland, Janis, and Kelly's
Instrumental Theory
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"The process by which an individual transmits
stimuli to modify behavior of other individuals."
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Opinions: (beliefs)
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Attitudes: implicit responses
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Learning happens when:
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1) Attend to the message.
2) comprehend the message.
3) Accept the message.
Incentives for new opinion
Hovland, Janis and Kelly
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1) right
or wrong
2)
a lack of bias
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3) Social approval.
Criticisms of Hovland, Janis, and Kelly
•
1) Provisions for reinforcement
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2) Failure to specify relations between attention,
comprehension, and acceptance.
Fishbein and Azjen
Belief Model of persuasion.
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Beliefs
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Attitudes
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Behavior
Criticism of Fishbein and Azjen
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Cannot predict specific
behaviors
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