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• Persuasion

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Attitudes and Persuasion: Classic and Contemporary Approaches

by John T. Cacioppo, Richard E. Petty. 318 pgs.

Contributors:

   John T. Cacioppo, Richard E. Petty

Publisher:

   Westview Press

Place of Publication:

  Boulder, CO  

Publication Year:

  1996

Subjects:

Persuasion (Psychology), Attitude Change

	Foreword	xiii
	Preface	xv
	Acknowledgments	xvii
	1 Introduction to Attitudes and Persuasion	3
	What Is an Attitude?	6
	Why Do People Have Attitudes?	7
	How Are Attitudes Measured?	7
	Direct Procedures	9
	Indirect Procedures	16
	Direct versus Indirect Assessment of Attitudes	22
	Do Attitudes Predict Behaviors?	22
	What Kinds of Attitudes Predict Behaviors?	23
	What Other Variables Enhance Behavioral Prediction?	28
	How Is Attitude Change Studied Experimentally?	29
	Conceptual and Operational Levels of Research	30
	The Validity of the Attitude Change Experiment	31
	Evaluating a Theory	34
	The Approaches to Persuasion	35
	Retrospective	36
2	Conditioning and Modeling Approaches	39
	Classical Conditioning	40
	Classical Conditioning of Attitudes	40
	Demand Characteristics and Contingency Awareness	43
	Operant Conditioning	47
	Operant Conditioning of Attitudes	47
	Two-factor Theory of Verbal Conditioning	49
	Observational Learning	51
	Vicarious Classical Conditioning	54
	Evaluation	56
	Retrospective	56
3	The Message- learning Approach	59
	Skills Learning as a Model for Persuasion	59
	Determinants of Attitude Change in Persuasive Communications	60
	Source Factors	61
	Message Factors	69
	Recipient Factors	80
	Channel Factors	85
	The Persistence of Attitude Change	87
	Retrospective	93
4	Judgmental Approaches	95
	Adaptation Level Approach	95
	The Social Judgment-- Involvement Approach	99
	Communication Discrepancy	105
	Ego Involvement	107
	Evaluation of Social Judgment Theory	109
	The Variable Perspective Approach	110
	Indirect Influence	115
	Unresolved Issues in Perspective Theory	117
	Comparisons of Approaches: Perception versus Description	120
	Retrospective	122
	5 Motivational Approaches	125
	Cognitive Elements and Systems	125
	The Motive to Maintain Cognitive Consistency	126
	Balance Theory	127
	Terminology	127
	Determining Imbalance in a Cognitive System	128
	Consequences of Imbalance	128
	Empirical Research	129
	Congruity Theory	133
	The Domain of Congruity Theory	134
	Determining and Resolving Disequilibrium (Incongruity)	134
	The Mathematics of Congruity Theory	135
	Empirical Research	135
	Cognitive Dissonance Theory	137
	Effects of Cognitive Dissonance	138
	Effect of Disconfirming an Important Belief	139
	Dissonance and the Decision Process	140
	Insufficient Justification	142
	Necessary Conditions for Dissonance Arousal	145
	Temporal Characteristics of Dissonance Reduction	148
	The Nature of Cognitive Dissonance	148
	Impression Management Theory	152
	Psychological Reactance Theory	155
	What Does It Take to Arouse Reactance?	156
	Consequences of the Arousal of Reactance	157
	Retrospective	160
6	Attributional Approaches	163
	Self-perception Theory	165
	The Foot-in-the-door Effect	167
	Overjustification Effects	169
	Effects of Internal Sensations on Self-perception and Attitudes: Dissonance versus Self- perception	170
	Effects of Ambiguous Internal Cues on Attitudes	174
	Emotional Plasticity	174
	Effects of Bogus Physiological Feedback	175
	Recipients' Attribution Regarding the Cause of a Communicator's Behavior	177
	Retrospective	180
7	Combinatory Approaches	183
	Probabilogical Approaches to Belief Change	184
	The Theory of Reasoned Action	193
	Attitude	194
	Subjective Norm	196
	Behavioral Intention	197
	Behavior	198
	Summary of the Theory	200
	Changing Beliefs, Attitudes, Norms, Intentions, and Behaviors	200
	Information Integration Theory (Cognitive Algebra)	204
	Retrospective	211
8	Self-persuasion Approaches	213
	The Role-playing Approach: Active Participation versus Passive Exposure	213
	The Persistence of Attitude Changes Produced by Role Playing	216
	Why Is Role Playing So Effective?	216
	Can Dissonance Theory Account for Role-playing Effects?	219
	Mere Thought as a Determinant of Attitude Polarization	220
	Empirical Research on Mere Thought	221
	Other Determinants of Mere Thought	223
	The Cognitive Response Approach to Persuasion	225
	Premessage Inductions That Produce Resistance to Persuasion	226
	Premessage Inductions That Affect the Motivation to Process a Message	232
	Effects of Message, Context, and Recipient Inductions	238
	The Postmessage Persistence of Persuasion	248
	Evaluation of Self-persuasion Approaches	251
	Retrospective	252
	9 Epilog: A General Framework for Understanding Attitude Change Processes	255
	Central versus Peripheral Routes to Attitude Change	255
	Anticipatory Attitude Changes	257
	The Relative Importance of Source and Message Factors in Persuasion	258
	The Relative Importance of Recipient and Message Factors in Persuasion	260
	The Elaboration Likelihood Model	262
	Motivation and Ability to Process the Message	263
	Motivation and Ability to Think about the Issue	265
	The Central Route: A Difficult Way to Change Attitudes	266
	The Peripheral Route: Attitude Change without Issue-relevant Thinking	267
	Retrospective	268
	References	271
	Author Index	301
	Subject Index	309

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