9.1.06 - 9.1.06 Identification theory: we persuade by...

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9.1.06 Identification theory: we persuade by identifying with our audience in significant ways. - Identification in an overt manner - Identification through the assumed “we” - Identification by association with “things” the audience admires. - Identification by disassociation from “things” the audience dislikes V. Balance/ consistency theory: A. Relationships among cognitive elements may produce psychological discomfort= dissonance. (Woodward & Denton, pg.147-151) - Cognitive elements=beliefs, opinions, attitudes, behaviors, perceptions. - There are four scenarios that may cause dissonance + We want our attitudes to be in harmony with our relationships= source-proposition conflict. B. There are four scenarios that may cause dissonance: We want our attitudes to be in harmony with our relationships We want our different attitudes to be in harmony = attitude-attitude conflict. We want our perceptions to be in harmony We want our behaviors and attitudes to be in harmony = behavior-attitude conflict C. Two Strategies: Create dissonance and try to resolve it. Recognize dissonance and try to resolve it D. Assumptions that underlie balance theories: We assume it is easy to unbalance D. Assumptions that underlie balance theories: - We assume it is easy to unbalance - We assume people see an imbalance - We assume people will expose themselves to dissonant-creating information - Research indicates that we expose ourselves selectively to information and sources - We assume that people cannot tolerate imbalance or inconsistency. VI. Psychology reactance theory: We do not like being told how to behave, so persuasion may have a “Boomerang effect” (May explain why campaigns to STOP smoking, drinking, and having unprotected sex and to START going on diets, wearing seatbelts, and eating more veggies have generally failed) A. Strategies that may cause psychological reactance: a. Censorship b. Limited editions c. Scarcity
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d. Orders e. Laws/Rules B. The apparent loss of freedom makes us: a. Desire/Value the restricted behavior more. b. Devalue alternatives we are “stuck with” c. Resent the restricting agent C. The extent of our reactance depends on: a. Perceived importance of behaviors b. Magnitude of the threat: regulation vs. elimination. VII. Inoculation Theory: To build up a defence ( to immunize) against persuasion.
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9.1.06 - 9.1.06 Identification theory: we persuade by...

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