La comunicazione persuasiva: modelli teorici

In this lesson, we'll begin to address the topic of PERSUASIVE COMMUNICATION and examine the main theoretical models that have attempted to explain it. Welcome to the sentocheposso lesson in the playlist dedicated to the Psychology of Communication. PERSUASIVE COMMUNICATION: A central method for generating and sustaining social influence It aims to CHANGE THE MENTAL STATE OF OTHERS It aims to CHANGE ATTITUDES Effectiveness of persuasive communication: ACHIEVING SUCCESS UNDER CONDITIONS OF FREEDOM = WITHOUT CONSTRAINT Main theoretical models of persuasive communication: SOCIAL JUDGMENT THEORY (Sherif and Hovland) The outcome of persuasive communication depends on how the recipient evaluates the position supported by the message. There are two main factors: Degree of acceptance/rejection/indifference towards the proposed ideas Level of personal involvement in the topic When does change occur? What are the possible outcomes? THE EXPECTANCY-VALUE MODEL Considers attitude as the product of two factors: The value of a given attribute (its desirability) The expectation a subject has about that attribute (the strength of belief) It is a general paradigm that covers several theoretical proposals, among which the INFORMATION INTEGRATION MODEL (Fishbein) deserves attention: ATTITUDE TOWARD AN OBJECT IS A FUNCTION OF BOTH THE STRENGTH OF BELIEF (= THE STRENGTH WITH WHICH ONE HOLDS TRUST TO ONE'S BELIEFS ABOUT THAT OBJECT) AND THE EVALUATION OF BELIEF (ONE'S EVALUATION OF ONE'S OWN BELIEFS). Attitude change is a consequence of the change in some salient beliefs about the object in question. THE THEORY OF REASONED ACTION (Ajzen and Fishbein) This model integrates the information integration model. Idea Fundamentally, to change a person's behavior, one must change their intention. It is influenced by two factors: The person's attitude toward the behavior in question The person's subjective norm: the perception of the expectations that other group members have regarding that behavior and the need to comply with those expectations THE INFORMATION PROCESSING LIKELIHOOD MODEL (Petty and Cacioppo) The recipient varies in the way they approach and process the information contained in the message: they move along a continuum where they feel highly engaged and others where they feel less engaged. Paths of Persuasion CENTRAL PATH: PERIPHERAL PATH The processing of the considerations contained in the message • Is influenced by: • MOTIVATION: • Level of involvement • Multiplicity of arguments and sources • Need for knowledge • RECEIVER'S ABILITY • Cognitive aspects: distraction, degree of prior knowledge, and repetition of the message Message High Elaboration Condition: Presence of STRONG ARGUMENTS that induce favorable thoughts • The recipient's initial disposition will be influenced in the desired direction Low Elaboration Condition: • Presence of WEAK ARGUMENTS that induce unfavorable thoughts in the recipient • Their attitude will remain unchanged or will move in the opposite direction The recipient uses a series of heuristic procedures that imply a saving of cognitive effort CREDIBILITY HEURISTIC: The more credible the source, the more persuasive the message ATTRACTION HEURISTIC: The more sympathy is established between the source and the recipient, the more likely the message will be accepted CONSENSUS HEURISTIC: The more unanimously supported the message's arguments are, the more likely they will be accepted by the recipient NUMBER AND LENGTH OF ARGUMENTS HEURISTIC: The more numerous and well-expressed they are, the higher their value Persuasive Next lesson: FACTORS OF PERSUASIVE COMMUNICATION Source: Anolli L. (2006), Fundamentals of Communication Psychology, Bologna: Il Mulino. #communicationpsychology #persuasion #IfeelIcan =============================================================== Subscribe to my channel if you haven't already and click the bell to stay up to date. Visit my blog by clicking the link in the description and follow sentocheposso on Facebook, Instagram, and Twitter, where I post daily content about learning, study methods, learning to learn, guidance, and school-family relationships. I'm Doriana Bertolotto, trainer, counselor, learning process expert, and founder of #sentocheposso. Follow me: Subscribe to my channel:    / @sentocheposso   Visit my blog: https://sentocheposso.com Facebook:   / sentocheposso   Instagram:   / sentocheposso   Twitter:   / sentochep