Download e-book for iPad: Communication and Persuasion: Central and Peripheral Routes by Richard E. Petty

By Richard E. Petty

ISBN-10: 1461249643

ISBN-13: 9781461249641

ISBN-10: 1461293782

ISBN-13: 9781461293781

It has been over 10 years seeing that we initiated paintings on our first sequence of collaborative experiments. As graduate scholars, we had nice enjoyable making plans, carrying out, and scripting this learn (Petty & Cacioppo, 1977). We loved arguing with one another at our preliminary assembly in 1973 and feature sub­ sequently develop into most sensible neighbors, yet neither folks suspected on the time that we might or may actively continue a examine collaboration over the subsequent decade, or that we might now locate ourselves able to write this monograph. As we observe in bankruptcy 1, we started our experiences of persuasion at a time while social psychology used to be in "crisis," and curiosity in learn on angle switch specifically was once declining. As we write this, we're conscious of six new volumes on persuasion which are in press or in practise and that are supposed to seem over the following few years. on reflection, it's not so miraculous that learn on attitudes and persuasion might reemerge as a primary drawback of social psychology. We think that human emotions, ideals, and behaviors, even if within the area of interpersonal relatives (e. g. , marriage, aggression), politics (e. g. , vote casting, revolution), future health (e. g. , following a scientific regimen), or economics (e. g. , patron purchases) are tremendously motivated by means of the reviews humans have of different humans, items, and matters. moreover, reviews (attitudes) are encouraged via impact, cognition, and behavior.

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Extra info for Communication and Persuasion: Central and Peripheral Routes to Attitude Change

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Hovland & Weiss, 1951). There are, of course, notable exceptions to our generalization. , Eagly, 1974; Eagly & Warren, 1976; Regan & Cheng, 1973), mostly to test McGuire's (1968) information processing model, but even these studies were not aimed at uncovering the underlying characteristics of persuasive arguments. Perhaps the most relevant research to date is that in which subjects are asked to rate arguments or traits along dimensions such as how novel they are (Vinokur & Burnstein, 1974), or how many implications they elicit (Burstein & Schul, 1982), in order to determine what aspects of information enhance its impact.

Eagly, 1974; Eagly & Warren, 1976; Regan & Cheng, 1973), mostly to test McGuire's (1968) information processing model, but even these studies were not aimed at uncovering the underlying characteristics of persuasive arguments. Perhaps the most relevant research to date is that in which subjects are asked to rate arguments or traits along dimensions such as how novel they are (Vinokur & Burnstein, 1974), or how many implications they elicit (Burstein & Schul, 1982), in order to determine what aspects of information enhance its impact.

In the remainder of this volume we will review the evidence for the ELM. Before turning to this, however, it would be useful to cover some general methodological issues that arise in testing the ELM. We will first briefly address the procedures we have employed to assess attitudes and attitude change in our experiments. Then we will discuss procedures for assessing and operationalizing the three basic constructs in the ELM: argument quality, peripheral cues, and message elaboration. Finally, we discuss individual differences in the likelihood of message elaboration.

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Communication and Persuasion: Central and Peripheral Routes to Attitude Change by Richard E. Petty


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