Attitudes and Persuasion: Classic and Contemporary Approaches

By Richard E. Petty; John T. Cacioppo | Go to book overview

little attention to the arguments, and little attitude change would result. If the cue is introduced after the message, however, it comes at a time when you may have already done a considerable amount of thinking about the communication. In chapter 8 we specifically address the issue of how knowledge of the source can affect how a person thinks about the message arguments.


Retrospective

In this chapter, we have focused on a second major approach that developed to attitudes and persuasion. This approach, which was advanced by Carl Hovland and his associates at Yale University during the 1940s and 1950s, postulates that message learning is a fundamental determinant of attitude change. These researchers examined how different variables (e.g., source, message, recipient, channel) affected a person's attention to, comprehension of, yielding to, and retention of the arguments contained in a persuasive message. The working assumption underlying this approach was that message learning portended attitude change, particularly when incentives were provided in the persuasive message for accepting the recommended position. In the remaining chapters of this book, we discuss some of the judgmental, motivational, and cognitive processes that influence attitudes and persuasion. These processes often uniquely transform objective stimuli (e.g., the message arguments) into a more comfortable, functional, or meaningful psychological reality for the individual. The later approaches to persuasion owe much to the important work by Hovland and his associates, who identified a large number of important factors and interesting effects in persuasion. The subsequent approaches evolved in most instances to explain more simply, completely, and/or accurately the psychological processes underlying these effects (e.g., message repetition enhancing persuasion) and to specify in greater detail the circumstances that would lead to their emergence, nonemergence, and reversal.


Notes
1
Asch ( 1948) has provided an alternative account of this prestige-suggestion effect. He posits that the nature of the source actually alters how people interpret the recommendation. In other words, he proposes that the recommendation is perceived to mean something more favorable when it comes from a prestigious rather than a nonprestigious source. Whether or not the context in which something is presented can affect its meaning ("meaning shift") is currently the subject of much controversy ( Kaplan, 1975; Ostrom, 1977; Zanna & Hamilton, 1977).
2
In chapters 5 and 6, we shall describe circumstances in which a compliant behavior can cause a person to internalize a new and consistent attitude.

-93-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this book

This book has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this book

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited page

Bookmark this page
Attitudes and Persuasion: Classic and Contemporary Approaches
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Foreword xiii
  • Preface xv
  • Acknowledgments xvii
  • 1: Introduction to Attitudes and Persuasion 3
  • Notes 37
  • Conditioning and Modeling Approaches 2 39
  • Notes 57
  • The Message-Learning Approach 3 59
  • Notes 93
  • Judgmental Approaches 4 95
  • Notes 123
  • 5: Motivational Approaches 125
  • Notes 160
  • 6: Attributional Approaches 163
  • Notes 181
  • Combinatory Approaches 7 183
  • Notes 211
  • 8: Self-Persuasion Approaches 213
  • Notes 252
  • Epilog: A General Framework for Understanding Attitude Change Processes 9 255
  • Notes 268
  • References 271
  • Author Index 301
  • Subject Index 309
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
/ 318

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

    Already a member? Log in now.