Communication & Persuasion Theories Source Credibility (Ted's Pig) 1. Trustworthy 2. expert 3. dynamic 4. similar 5. power 6. idealistic (intentions) 7. good will (intentions) If low credibility (1) hard specific facts; (2) first-hand experience. Sleeper Effect Effects after month or so--source forgotten, disassociated from message: High credibility --> impact of message decreased; Low credibility --> impact increased. Six steps to persuasion (Pacyro) 1. presentation 2. attention 3. comprehension 4. yielding A --> B 5. retention 6. overt behavior (tell specifically what you want them to do). Seven barriers to persuasion 1. selective perception 2. selective exposure 3. selective retention 4. group norms 5. multi-step flow 6. ego-involved attitudes 7. nature of media in a free society Attitudes and Behavior Think ourselves into action? Or act ourselves into a way of thinking? A --> B or B --> A ? Consistency Theories--shift toward consistency. 1. Congruity theory--incongruent attitudes move together attitudes re objects move more than attitudes re people. Magic Johnson--AIDS; Michael Jordon--Nike, Hanes; more polarized harder to change 2. Cognitive dissonance (Festinger) Tension over two inconsistent cognitions (acting contrary to our attitudes). B --> A. Conflict in beliefs/actions; after incongruent choice, feel discomfort: Consistency overcomes discomfort: (1) upgrade choice made; (2) downgrade or ignore choice not made; (3) revoke decision (rare). If you can get someone to act differently than their attitude, attitude will change: Dull task experiment $1/$20. No dissonance if realize being forced, duped or compensated. Rewarding people for what they enjoy leads to attribution to reward. Make a choice inconsistent with beliefs. Generally will change attitude. Commitment difficult to overcome. 3. Self-perception theory Attitudes are inferred from behavior. Reward undermines attitude 4. Impression management Need to appear consistent 5. Assimilation-Contrast Theory We accept messages close to our own viewpoint They may appear closer than they are Latitude of acceptance We reject messages that are too far from our own viewpoint They may appear further away than they are Latitude of rejection Issues: Nine main points: Absolutist Con Neutral Absolutist Pro a. latitude of acceptance (seems closer) (persuasion steps, credibility) b. latitude of rejection (seems further away) (barriers) c. latitude of neutrality d. ego-involved narrower latitude of acceptance, wider latitude of rejection. How do we use theory to target publics; design persuasive messages? Attitudes predict behavior 1. if specific to the behavior (specific attitudes toward specific health-related practices 2. self-awareness, from experience or inner-direction: think about our attitudes (reminded), or acquired in a way that make them strong (from experience, self-interest). 3. if other influences minimized. Behavior determines attitudes In novel situations. Choice: behavior not internalized if no choice. a. foot-in-the-door phenomena (escalating commitments) spiraling action and attitude: momentum of compliance. Commitment ---> obligation to requester. Voluntary initial act affects attitude. 1. cognitive dissonance--change in attitude. 2. self-perception--change in self-image b. Attribution theory: We attribute behavior to either attitudes or situations: Our own good behavior to attitudes; Others' to situations And vice versa Role Playing Career will affect attitudes and values. Internalize roles with significant effects on attitudes and personalities. Use: 1. make a speech or write a paper 2. argue against belief, position dissonance and attribution Social learning theory Albert Bandura, psychology professor. Key components: modeling (observational learning), and social reinforcement (feedback). Involves interaction between environment and thought. Fundamental assumptions-- 1. majority of behaviors are learned; 2. Observing behavior is an effective way to initiate behavior change. 3. Learning occurs when a person knows what to do and produces the desired outcome. 4. Behavior is facilitated through reinforcement a. direct b. vicarious (modeling) c. Self-managed 5. People expect (expectancy learning) events to occur in given situations. Example: AIDS awareness campaign Problem: improving knowledge of gravity of issue.has not reduced high-risk behavior. High fear appeals have not worked well. Need: 1. information 2. how to regulate behavior 3. self-efficacy Information of which behaviors put us at risk. Self-regulation of sexual behavior self motivation and self-guidance. Belief in ability to control own behavior. Expect failure in behavior change and reassert. 4. empowerment tools 5. community support communication--role models on how to change Models similar to selves for guided practice; role playing. Programs must be supported by enlightened public. Teach community to tolerate explicit instruction for community self-efficacy. Communication campaign 1. ability to alter behavior 2. persistent communication 3. multiple channels 4. targeted publics 5. acceptance of setbacks 6. use behavioral theory as foundation of prevention messages--raise self-efficacy 7. self-directed communication Two-way symmetrical communication. Attend to prevention messages: "AIDS is 100% preventable." Reducing high-risk behavior: 1. reduce number of partners; 2. caution with new partners; knowledge of past sexual history; 3. react to failures 4. reinforce self-guidance 5. I.D. and remove self from potentially dangerous situations; 6. redefine socially acceptable behavior. Rational or emotional appeals 1. personality, education of audience; 2. emotions work well, but may forget message, source 3. Combination best. Fear Appeals 1. copers: use high fear appeals 2. avoiders: use low fear appeals If high--personalize, threatening, likely Must give specific instructions on how to avoid the danger Ego-involved, use low fear appeals Tips 1. Straightforward; argue against self 2. Intense language only by extremely credible source 3. Start with problem, build concern, present solution 4. Choice of medium specialized audience--face-to-face preserve message--print overcome selectivity--face to face. 5. Anchoring--link belief to another belief 6. nonverbal communication eye contact (not too much) proximity asymmetrical posture head nods When media have large effects 1. High threshold issue agenda setting how issues defined saturation leads to salience (pronounced, highlighted) concordance--agreeing on & repeating idea cumulative 2. media monopoly 3. unwitting monopolization--socialism 4. canalization--give 'em what they want 90% commercials Who Wants to be a Millionaire, Survivor Back to top Back to Lectures Index