1. Chapter Eight Theories of Message Processing

2. Classic Models of Persuasion: Cognitive Dissonance Theory Developed by Festinger Developed by Festinger Individuals have a need for consistency between attitudes and behaviors Individuals have a need for consistency between attitudes and behaviors When we behave in inconsistent ways, we feel discomfort When we behave in inconsistent ways, we feel discomfort Thus, if we behave in an inconsistent way, we might change our attitudes to match behavior Thus, if we behave in an inconsistent way, we might change our attitudes to match behavior

3. Classic Models of Persuasion: Theory of Reasoned Action Developed by Fishbein and Ajzen Developed by Fishbein and Ajzen Argues that best predictor of behavior is behavioral intention (BI) Argues that best predictor of behavior is behavioral intention (BI) BI is predicted by attitude (sum of weighted beliefs: pos. & neg.) and by subjective norms (influence of others in the social environment) BI is predicted by attitude (sum of weighted beliefs: pos. & neg.) and by subjective norms (influence of others in the social environment)

4. Extension of Reasoned Action: Theory of Planned Behavior Attitude Subjective Norms Perc’d Beh. Control Behavioral Intention Behavior

5. Classic Models of Persuasion: Social Judgment Theory Developed by M. Sherif, C. Sherif, and colleagues Developed by M. Sherif, C. Sherif, and colleagues Proposes that statements about a particular “attitude object” can be arrayed to include latitudes of acceptance, rejection, and noncommitment Proposes that statements about a particular “attitude object” can be arrayed to include latitudes of acceptance, rejection, and noncommitment Attitude change will be influenced by how new messages fit among these “latitudes” Attitude change will be influenced by how new messages fit among these “latitudes”

6. Example In Illinois, “It is unlawful to carry or possess any firearm on any public street or other public lands within the corporate limits of a city, village, or incorporated town, except law enforcement officers...” This law should be changed. What is your latitude of acceptance? What is your latitude of rejection? What is your latitude of noncommitment? Acceptancenon-comRejection

7. Elaboration Likelihood Model (ELM) Developed by Petty and Cacioppo Developed by Petty and Cacioppo Two routes to persuasion-- Two routes to persuasion-- Central route involves careful scrutiny of message logic and arguments Central route involves careful scrutiny of message logic and arguments Peripheral route involves consideration of cues in the message environment such as source credibility and message design Peripheral route involves consideration of cues in the message environment such as source credibility and message design

8. Which Route Do We Take? ELM proposes that people will take the central or peripheral route based on several factors ELM proposes that people will take the central or peripheral route based on several factors Motivation. If people see the message as relevant, they will be motivated to process centrally Motivation. If people see the message as relevant, they will be motivated to process centrally Ability. People must have the ability and be in a situation where central processing is possible Ability. People must have the ability and be in a situation where central processing is possible

9. Outcomes of the Two Routes Messages processed through the central route lead to attitude change that is “relatively enduring, resistant, and predictive of behavior.” Messages processed through the central route lead to attitude change that is “relatively enduring, resistant, and predictive of behavior.” Messages processed through the peripheral route lead to attitude change that will be “relatively temporary, susceptible [to change], and unpredictive of behavior.” Messages processed through the peripheral route lead to attitude change that will be “relatively temporary, susceptible [to change], and unpredictive of behavior.”

10. ELM: Critiques of the Model There has been a great deal of research stemming from ELM There has been a great deal of research stemming from ELM ELM has also been criticized: ELM has also been criticized: First, many critics point out that it is possible to take both routes to persuasion First, many critics point out that it is possible to take both routes to persuasion Second, many critics believe the ELM is difficult to falsify Second, many critics believe the ELM is difficult to falsify

11. Heuristic-Systematic Model Developed by Chaiken Another dual processing model Systematic processing (like central route in ELM) Heuristic processing (simple decision rules—not much effort in processing) Experts can be trusted Consensus implies correctness When consistent, additive effects When inconsistent, systematic supercedes, when person is highly motivated

12. Inoculation Theory: Originally proposed by McGuire, has been developed by Pfau and Burgoon Originally proposed by McGuire, has been developed by Pfau and Burgoon Inoculation Theory is a theory of resistance to persuasion based on the analogy of biological inoculation against disease Inoculation Theory is a theory of resistance to persuasion based on the analogy of biological inoculation against disease

13. Components of the Process Threat: A forewarning that a challenge to existing attitudes is possible or likely Threat: A forewarning that a challenge to existing attitudes is possible or likely Refutational preemption: A message in which specific challenges to existing attitudes are raised and refuted Refutational preemption: A message in which specific challenges to existing attitudes are raised and refuted Booster Messages are sometimes included in the inoculation process as well Booster Messages are sometimes included in the inoculation process as well

14. The Process and Tests Inoculation Theory proposes that when you are presented with a warning and weak arguments against one of your beliefs, you will be able to fight off that attack and subsequent attacks Inoculation Theory proposes that when you are presented with a warning and weak arguments against one of your beliefs, you will be able to fight off that attack and subsequent attacks Tests of the theory provide some support, but only in limited circumstances (e.g., adolescent smoking behavior) Tests of the theory provide some support, but only in limited circumstances (e.g., adolescent smoking behavior)

15. Problematic Integration Theory Problematic Integration Theory (PIT) proposed by Babrow as a more general theory of how individuals receive, process, and make sense of messages Problematic Integration Theory (PIT) proposed by Babrow as a more general theory of how individuals receive, process, and make sense of messages PIT has most often been applied to health- related messages, but it has wide possible application in communication PIT has most often been applied to health- related messages, but it has wide possible application in communication

16. What is being Integrated? PIT proposes two kinds of judgments about events and issues in our lives PIT proposes two kinds of judgments about events and issues in our lives Probabilistic judgments involve an assessment of how likely something is to occur Probabilistic judgments involve an assessment of how likely something is to occur Evaluative judgments involve an assessment of the relative good/bad outcome of a state of affairs Evaluative judgments involve an assessment of the relative good/bad outcome of a state of affairs Not independent assessments Not independent assessments

17. When is Integration Problematic? The integration of some judgments is not problematic (e.g., high likelihood of a positive event or low likelihood of negative event) The integration of some judgments is not problematic (e.g., high likelihood of a positive event or low likelihood of negative event) Four forms of integration are proposed as problematic: Four forms of integration are proposed as problematic: Divergence, uncertainty, ambivalence, and impossibility

18. Problematic Integration (Table 8.1) Divergence—Discrepancy between probability & evaluative judgments Example? Uncertainty—Unknowns so can’t make judgments Example? Ambivalence—Mutually exclusive alternatives (similar evaluation or different) Example? Impossibility—an event will not happen Example?

19. PIT & Communication Communication serves as a medium and a resource for problematic integration (language constitutes problematic and evaluative judgments) Communication serves as a medium and a resource for problematic integration (language constitutes problematic and evaluative judgments) Comm. is a channel through which perceptions and beliefs about problematic integration flow. Comm. is a channel through which perceptions and beliefs about problematic integration flow. Communication helps resolve the problems Communication helps resolve the problems

20. Applications Health communication Social support groups—e.g., may be good to increase uncertainty about prognosis of breast cancer if original diagnosis was bad Social support groups—e.g., may be good to increase uncertainty about prognosis of breast cancer if original diagnosis was bad End-of-life decisions—Information to help patients cope rather than to make “informed” choices End-of-life decisions—Information to help patients cope rather than to make “informed” choices.

21. Applications: PSAs http://www.youtube.com/watch?v=Y-Elr5K2Vuo (I learned it by…) http://www.youtube.com/watch?v=Y-Elr5K2Vuo (I learned it by…) http://www.youtube.com/watch?v=Y-Elr5K2Vuo http://adgallery.whitehousedrugpolicy.gov/medi a/p/339.aspx (Shoulders) http://adgallery.whitehousedrugpolicy.gov/medi a/p/339.aspx (Shoulders) http://adgallery.whitehousedrugpolicy.gov/medi a/p/339.aspx http://adgallery.whitehousedrugpolicy.gov/medi a/p/339.aspx http://adgallery.whitehousedrugpolicy.gov/medi a/p/324.aspx (Fiction) http://adgallery.whitehousedrugpolicy.gov/medi a/p/324.aspx (Fiction) http://adgallery.whitehousedrugpolicy.gov/medi a/p/324.aspx http://adgallery.whitehousedrugpolicy.gov/medi a/p/324.aspx http://www.youtube.com/watch?v=WBtgjIwiFvI &feature=related (I’m trying it …) http://www.youtube.com/watch?v=WBtgjIwiFvI &feature=related (I’m trying it …) http://www.youtube.com/watch?v=WBtgjIwiFvI &feature=related http://www.youtube.com/watch?v=WBtgjIwiFvI &feature=related http://www.youtube.com/watch?v=CPu- W06ZMgg&feature=relmfu (just once) http://www.youtube.com/watch?v=CPu- W06ZMgg&feature=relmfu (just once) http://www.youtube.com/watch?v=CPu- W06ZMgg&feature=relmfu http://www.youtube.com/watch?v=CPu- W06ZMgg&feature=relmfu http://www.youtube.com/watch?v=6YaO4PMBrJ I (shower) http://www.youtube.com/watch?v=6YaO4PMBrJ I (shower) http://www.youtube.com/watch?v=6YaO4PMBrJ I http://www.youtube.com/watch?v=6YaO4PMBrJ I