The influence of spokesperson trustworthiness on message. The magical power of the emerging laws of life ideas alone wont get you anywhere. The book outlines a general framework for thinking about attitude change processes that incorporates many of the major concepts. Petty, md on august 1, 2009 leave a comment the really great person is the person who makes every other person feel great. Premier mikhail gorbachev appeared on television in each others countries. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. Read the fulltext online edition of attitudes and persuasion. The relevant book is communication and persuasion by richard petty and john cacciopo. Petty 1984,the elaboration likelihood model of persuasion, in na advances in consumer research volume 11, eds. Richard e petty is distinguished university professor in the department of psychology, the ohio state university.
An important theory of persuasion is the elaboration likelihood model. Cacioppo are professors of psychology at ohio state university. Advances in consumer research volume 11, 1984 pages 668672. Publisher summary this chapter outlines the two basic routes to persuasion. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration.
Two routes to persuasion richard petty and john cacioppo. Implications for scrutiny of persuasive messages richard e. Communication and persuasion central and peripheral routes to attitude change. Cacioppo is tiffany and margaret blake distinguished service professor in the department of psychology, director of the social psychology program, and codirector of the institute for mind and biology at the university of chicago. Richard petty and john cacioppo refer to biased elaboration as. Elaboration likelihood model is a general theory of attitude change. Communication and persuasion richard petty springer.
Specifically, priester and petty 1995 argued that given a. Level cross the richard petty museum may be closed to visitors but it remains open online, according to a press release. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications the study of attitudes and persuasion began as the central focus of. A theoretical chapter in effective public relations, a popular textbook by scott cutlip and allen center, details out many relevant insights from research. Part of the springer series in social psychology book series sssoc on new years day, 1986, u. His work focuses on attitudes and persuasion as well as prejudice, and consumer. Download for offline reading, highlight, bookmark or take notes while you read attitudes and persuasion.
Cacioppo 1984, source factors and the elaboration likelihood model of persuasion, in advances in consumer research volume 11, eds. It has been over 10 years since we initiated work on our first series of collaborative experiments. After a postdoc with richard petty, he continues as a regular visiting scholar at ohio state. Book title communication and persuasion book subtitle central and peripheral routes to attitude change authors.
His scholarly interests include persuasive communication, credibility assessment, and human information processing, and he has authored numerous book chapters and articles in academic journals. Cognitive responses in persuasion by richard petty. Petty is distinguished university professor of psychology at the ohio state university he received his ph. Petty went on to start his academic career as the assistant professor of psychology at the university of missouri, and in 1985 he was named the frederick a. Other readers will always be interested in your opinion of the books youve read. Trustworthiness and elaboration recent research has suggested that endorser trustworthiness can influence persuasion by affecting the likelihood that recipients will engage in messagebased elaboration under conditions of moderate elaboration likelihood. Whether youve loved the book or not, if you give your honest and detailed thoughts then people will find new books that are right for them. In view of richard petty and john cacioppos impressive and important. According to the elaboration likelihood model elm petty and cacioppo 1986. This book provides a needed survey of a truly remarkable number of different theoretical approaches to the related pheno. He is currently distinguished university professor of psychology at ohio state university. Classic and contemporary approaches 1 by petty, richard e isbn. Richard petty graduated from the university of virginia in 1973 and received his ph.
The elaboration likelihood model of persuasion acr. Its a great place to start because its both foundational, simple, and dense. Communication and persuasion central and peripheral. Distinguished university professor of psychology, ohio state university. Richard petty and john cacioppos elaboration likelihood model elm of persuasion is a. What is the elaboration likelihood model in psychology. As graduate students, we had great fun planning, conducting, and writing this research. Gilbert keith chesterton, english writer and poet, 18741936. This classic text surveys a number of different theoretical appro.
Topdown thinking consistent with the democratic values of a free society, thomas nilsen proposed that persuasive speech is ethical to the extent that it maximizes peoples ability to exercise free choice. Influence, by robert cialdini this is the classic book on how to persuade someone without them even noticing. Cacioppo university of iowa rachel goldman university of missouri columbia it was suggested that there are two basic routes to persuasion. The elaboration likelihood model of persuasion semantic. A conversation with two ohio state university psychologists, ohio eminent scholar professor jennifer crocker, and chair of psychology professor richard petty, gave perspective on why this may be so.
Cognitive responses in persuasion 1st edition by richard petty editor, t. These different routes mean that different people can respond. In each experiment, participants were induced to either nod or to shake. Classic and contemporary approaches ebook written by richard e petty. One route is based on the thoughtful consideration of arguments central to the issue, whereas the. The psychology of style and professionalism in college. Issue involvement can increase or decrease persuasion by enhancing messagerelevant cognitive responses. Pettys most popular book is attitudes and persuasion.
A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Cacioppo this conclusion presents some closing thoughts on the concepts discussed in the preceding chapters of this book. In view of richard petty and john cacioppos impressive and important research within the framework of the cognitiveresponses approach to persuasion it is perhaps not surprising that they would write a. Previous research on persuasion had found contradictory results, so petty and cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic.
Petty ohio state university the authors report 3 experiments that examine a new mechanism by which overt head movements can affect attitude change. Wegener personality and social psychology bulletin 1998 24. Ohio state university, department of psychology, columbus, ohio, usa. Read attitudes and persuasion classic and contemporary approaches by richard e petty available from rakuten kobo. She is interested in the implications of moral conviction for persuasion, selfregulation, and processing fluency. His primary research interest focuses on the study of the psychological mechanisms underlying attitudes and persuasion with an emphasis on metacognitive processes and measures of change. Persuasion is defined here at its most fundamental. Petty and others published the elaboration likelihood. Pdf the history of attitudes and persuasion research. These processes are divided into those that emphasize effortful thinking about the merits. It was the first time that american and russian leaders had exchanged messages that were simultaneously televised. Mongeau, phd, is associate director and professor at the hugh downs school of human communication at arizona state university. The elaboration likelihood model is a theory developed by richard petty and john cacioppo in the 1970s and 1980s. Distinguished university professor department of psychology the ohio state university 1835 neil avenue columbus, ohio 432101222 office phone.1646 1246 139 1643 1650 984 783 1012 898 951 1023 777 545 1243 1407 710 1084 1277 960 1367 142 885 1593 238 903 108 207 1281 515 1330 928