Diogenes - Diogenes http/dio.sagepub.com Psychological...

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http://dio.sagepub.com Diogenes DOI: 10.1177/0392192107087917 2008; 55; 52 Diogenes Richard E. Petty and Pablo Briñol Approach Psychological Processes Underlying Persuasion: A Social Psychological http://dio.sagepub.com/cgi/content/abstract/55/1/52 The online version of this article can be found at: Published by: http://www.sagepublications.com On behalf of: International Council for Philosophy and Humanistic Studies can be found at: Diogenes Additional services and information for http://dio.sagepub.com/cgi/alerts Email Alerts: http://dio.sagepub.com/subscriptions Subscriptions: http://www.sagepub.com/journalsReprints.nav Reprints: http://www.sagepub.co.uk/journalsPermissions.nav Permissions: http://dio.sagepub.com/cgi/content/refs/55/1/52 Citations by wing san wong on April 22, 2009 http://dio.sagepub.com Downloaded from
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Psychological Processes Underlying Persuasion A Social Psychological Approach Richard E. Petty and Pablo Briñol Persuasion is everywhere, playing an essential role in politics, religion, psycho- therapy, education, and day-to-day social interactions. Social influence through per- suasion is also the most prevalent as well as the most civil means of social control available to governments and to individuals. Given that people attempt to persuade others (and are themselves targets of persuasion), they have learned something about how persuasion works thorough trial and error. Indeed, individuals in certain professions such as law and sales are likely to have developed their own naïve theories of persuasion. In contrast to this intuitive persuasion knowledge (Friestad and Wright, 1995), scholars in disciplines like psychology, communications, marketing and advertising have systematically studied persuasion for many years. Formal discussions of principles of persuasion can be traced to the ancient Greeks (e.g. Aristotle’s Rhetoric ) with an additional flourishing during the Italian Renaissance (e.g. Quintillian’s Istitutio Oratoria ; see McGuire, 1985). It was not until the current century, however, that ideas about persuasion were systematically linked to empirical observations. Early work ranged from content analyses of political propaganda to case studies of the ebb and flow of public opinion. In contrast to the mostly correlational approaches adopted subsequently in sociology and political science, the psycho- logical approach has been largely experimental (Petty, Priester and Briñol, 2002). In this article, we review a contemporary social psychological perspective on persuasion with an emphasis on explicating the psychological processes that underlie successful attitude change. In describing the basic mechanisms underlying persua- sion, we: provide a brief overview of social psychology’s historical contribution to this area of research; outline a general framework for studying the key processes of persuasion; explain the key psychological processes underlying attitude change; and discuss the relationship between different variables and attitude change processes
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This note was uploaded on 05/08/2009 for the course COMM 200 taught by Professor Sereno during the Spring '07 term at USC.

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Diogenes - Diogenes http/dio.sagepub.com Psychological...

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