1. CHAPTER FOUR:
SOCIAL SCIENTIFIC APPROACHES TO
PERSUASION
Donnie Kirk, PhD
SPCH 3023
Midwestern State University

2. Agenda
• Dual Process Theories
• Variable-Analytical Approaches to Persuasion
• Alternatives to Dual Process Models
• Perspectives on Compliance Gaining
Traders work on the floor of the New York Stock Exchange

3. The Elaboration Likelihood Model
• Previously mentioned in Chapter One…
• Developed by Petty and Cacioppo from Ohio State University
• Suggests two primary routes
• Central: Thinking using cognitive effort
• Peripheral: Influence w/o careful mental attention
• Criticized because it suggests that the two routes cannot be used
simultaneously

4. Chaikens’s Heuristic/Systematic Model:
The HSM
• HSM is similar to the ELM with two routes
• Systematic route: a careful and systematic thinking process...similar to
the Central Information Processing Route from the ELM.
• Heuristic route: use of cognitive shortcuts…similar the peripheral route
from the ELM.
• HSM differs from the ELM in that the two processes can be simultaneous

5. Fazio’s Automatic Activation of Attitudes
• Although Fazio’s work often appears with the ELM and the HSM, its not
a true dual process model in itself.
• Fazio suggests that mechanisms are stored in our memories that
automatically recall various attitudes without effort—triggers.
• We may be able to persuade by activating these attitudes without going
back to all that preceded them such…focusing more on the attractive
solution than the problem that creates the need for it.

6. VARIABLE-ANALYTICAL
APPROACHES
Source Effects, Message Effects,
Fear and Drive Reduction, Social Judgment
Theory

7. Variable-Analytic Approaches to Persuasion
• Gained great attention in Yale
Persuasion Studies by Hovland
and Associates in the 1950’s
• Suggests that certain variables
increase or decrease the
likelihood of persuasion
• Many of these variables have a
very established history of impact
over the past fifty years…several
of the most prominent are as
follows…source effects and
message effects.

8. Source Credibility
• Several ways have been found to make a source more
credible, but effectiveness depends on context.
• Credibility does have impact on persuasion.
• The danger, however, is that the information about
credibility often decays in peoples memory , referred to as
the sleeper effect (Larson, 2007).
• People are more likely to be persuaded if the person doing
the persuading is seen as being credible, expert and
trustworthy.
• It is worth noting that expertise is not the only factor--for
example physically attractive communicators are
generally more successful than unattractive ones in changing
beliefs, as are people who are generally likeable
(Changingminds.org).

9. On Source Credibility…
• Affinity scams: BEWARE!
• Build on trust and credibility of the group/organization
• “Too good to be true” investment scams
• Pelz effect
• Refers to the phenomena where people like to be associated with those
who have power and influence at high levels because it (perceivably)
enhances their self esteem and credibility.

10. Primacy-Recency Effects
• Primacy effects are one of the oldest persuasive effects studied.
• Although much debate continues, it is clear that information
presented first and most recently has particular impact on
persuasion.

11. Message Bias/Two-Sided Arguments
• Presenting both sides of the argument has been found to be
persuasive if one clearly refutes the arguments of the
opposition…

12. On message sidedness…
• Inoculation
• A tactic of warning people that others are likely to attempt to persuade
them of a position contrary to their current beliefs.
• Such warnings have been found to make people more resistant to change.

13. The Influence of Mood and Affect on Biased
Processing
• The impact of various moods on persuasion has produced a complicated
set of findings.
• Happy moods often distract from persuasion taking focus away from
centrally processed issues—
• But there is no significant findings regarding the impact on peripheral
process such as developing brand awareness.

14. On mood and bias and triggers…
Today Show Interview
Are You Brainwashed?

15. Fear and Drive Reduction
• Using tactics attempting to instill a sense of fear in
people generally leads to the conclusion that it can be an
effective tactic if the credibility of the threat is substantial
and an effective remedy is available.
• The presence of an effective, available remedy is known
as efficacy (capacity to produce an effect).
• Without a sufficient level of efficacy, persuasive attempts
are usually ineffective and sometimes counter productive.

16. About fear…
• Where are fear appeals used/present in our society to
reinforce your behavior?
• Parents
• Peers
• Law Enforcement
• Church
Fear is not the natural state of civilized
people---
Aung San Suu
Kyi

17. Social Judgment Theory
• We compare other persons, issues, ideas,
products, etc. based on our internal
“anchors.”
• Latitude of acceptance: anchors include a
range of positions acceptable to the
individual including the most acceptable
“choice”
• Latitude of rejection: anchors include a
range of positions objectionable to the
individual including the most objectionable
“choice”

18. ALTERNATIVES TO DUAL-
PROCESS MODELS OF
PERSUASION
Balance and Cognitive Consistency
Theories, Accessibility and Activation of
Attitudes.