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Cognitive Approaches to Persuasion

Cognitive Approaches to Persuasion. Persuasion. The objective of persuasion is attitude change. Messages. Social Influences. Cognitive, Affective, and Motivation Theories of Persuasion. Consumer Attitudes. Reference Points. Cognitive Paradigms. Persuasion by controlled comparisons

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Cognitive Approaches to Persuasion

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  1. Cognitive Approaches to Persuasion

  2. Persuasion The objective of persuasion is attitude change. Messages Social Influences Cognitive, Affective, and Motivation Theories of Persuasion Consumer Attitudes

  3. Reference Points

  4. Cognitive Paradigms • Persuasion by controlled comparisons • Adaptation Level Theory • Social Judgment Theory • Persuasion through attribution of cause • Self-Perception Theory • Kelley’s Covariation Principles (Attribution Theory)

  5. Adaptation Level Theory • Principles • Typical reference point comparisons

  6. Social Judgment Theory • How best to persuade—proposing a position close to the one that is held or by proposing one that is extreme?

  7. $500 Latitude of rejection— $300+ Latitude of noncommitment Latitude of acceptance— +/- $50 0 Persuasion Topic: Amount of Individual Tax Refund $100—existing attitude

  8. $500 Argument in favor of $400 tax refund. $100—existing attitude 0 Persuasion attempts that are too extreme. Contrast effect. No attitude change. (Maybe even negative effect.)

  9. $500 Argument in favor of $125 tax refund. $100—existing attitude 0 Persuasion attempts that are too weak. Assimilation effect. No attitude change.

  10. $500 New attitude position. Argument in favor of $200 tax refund. $100—existing attitude 0 Persuasion attempts that are effective.

  11. $500 Latitude of rejection expands--$150+ Latitude of noncommitment shrinks— persuasion is more difficult and potential attitude change is less. Latitude of acceptance shrinks--+/-$10 $100—existing attitude 0 Effect of high involvement.

  12. Cognitive Paradigms • Persuasion by controlled comparisons • Adaptation Level Theory • Social Judgment Theory • Persuasion through attribution of cause • Self-Perception Theory • Kelley’s Covariation Principles (Attribution Theory)

  13. Attribution Theory • In response to a persuasive message, or a product experience, we ask, Why did he say that? Why did the product perform that way? What is the reason? What is the cause? • Fundamental attribution bias:

  14. Fundamental Attribution Bias John graduates, gets a job, and buys a big SUV.

  15. Self Perception Theory

  16. Implication of Self Perception

  17. Kelley’s Covariation Principles

  18. Explain the cause

  19. Know the text Person attributions Situation attributions Figure 7.8, p. 175 Product attributions

  20. Required: Info on 2 dimensions

  21. Kelley’s Causal Schemata

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