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Elaboration likelihood model is a general theory of attitude change.According to the theory's developers Richard E. Petty and John T. Cacioppo, they intended to provide a general "framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications".
Not a systematic theory about persuasive communications, this approach is a general framework within which research was conducted. The Yale researchers did not specify levels of importance among the factors of a persuasive message; they emphasized analyzing the aspects of attitude change over comparing them.
Persuasion or persuasion arts is an umbrella term for influence. Persuasion can influence a person's beliefs, attitudes, intentions, motivations, or behaviours. [1] Persuasion is studied in many disciplines. Rhetoric studies modes of persuasion in speech and writing and is often taught as a classical subject.
In social psychology, Social judgment theory (SJT) is a self-persuasion theory proposing that an individual's perception and evaluation of an idea is by comparing it with current attitudes. According to this theory, an individual weighs every new idea, comparing it with the individual's present point of view to determine where it should be ...
The industries of sales and advertising use Monroe's step-by-step sequence to motivate potential buyers to take action (purchase a product). Monroe's Motivated sequence presents itself as a core model in communication theory because there is otherwise little guidance for presenters in organizing ideas in persuasive speech. [11] [12]
One of Cialdini's other books, Yes! 50 Scientifically Proven Ways to Be Persuasive, was a New York Times Bestseller; and another of his books, The Small BIG: Small changes that spark a big influence, was a Times Book of the year. [11] In 2016, Cialdini published Pre-suasion, which became a New York Times and Wall Street Journal bestseller. [12]
Anthony Greenwald first proposed the theory in 1968. [1] The cognitive response model shows that learning our cognitive responses to persuasion provides a basis for understanding the persisting effects of communication. Greenwald’s theory states that we remember our cognitive responses better than actual information presented to us.
In persuasive communication, the order of the information's presentation influences opinion formation. The law of primacy in persuasion, otherwise known as a primacy effect, as postulated by Frederick Hansen Lund in 1925 holds that the side of an issue presented first will have greater effectiveness in persuasion than the side presented subsequently. [1]