《传播学导论》课程教学资源（阅读材料）Theory of Persuasion

F T H E D I T.I O N Communication Theories Origins,Methods,and Uses in the Mass Media WERNER J.SEVERIN 大 JAMES W.TANKARD,JR. Theories of Persuasion 主讲教师：王积龙

ABC 123 YOUR SUBTITLE GOES HERE Theories of Persuasion 主讲教师：王积龙

Theories of Persuasion 。 Persuasion reffers to changing one's mind or attitude by accepting the information from others.(Olson Zanna 1993.P.135). Persuasion is typically defined as "human communication that is designed to influence others by modifying their beliefs,values or attitudes".(Simons,1976,P.21) 。 Atttue is a"relative enduring predisposition to respond favorably"toward something(Simons,1976 P.80.)

Theories of Persuasion • Persuasion reffers to changing one’s mind or attitude by accepting the information from others.(Olson & Zanna 1993. P.135). • Persuasion is typically defined as “human communication that is designed to influence others by modifying their beliefs, values or attitudes”.(Simons, 1976, P.21) • Attitude is a “relative enduring predisposition to respond favorably” toward something(Simons, 1976, P.80.)

Theories of Persuasion-Hovland Research Hovland Research in World War Two AFILM BYEUGENEJAREDX Why We Fight(made in two types of style)made by Eugune Jarecki is a movie that exposes America's motivation towards "war".Hovland advised soldiers to watch the films in different groups.The film moves beyond the headlines of various American military operations to the deeper questions of why-why does America fight?What are the forces,political, economic,ideological that drives us to fight against an ever-changing enemy?

Theories of Persuasion—Hovland Research • Hovland Research in World War Two • Why We Fight (made in two types of style)made by Eugune Jarecki is a movie that exposes America’s motivation towards ”war”. Hovland advised soldiers to watch the films in different groups. The film moves beyond the headlines of various American military operations to the deeper questions of why - why does America fight? What are the forces, political, economic, ideological that drives us to fight against an ever-changing enemy?

Theories of Persuasion-Hovland Research Hovland Research in World 龄恭 War Two The Battle of Britain is a movie that exposes Britain air force fight against Hitler's invasion to motivate American soldiers to enter the war bravely. Sample soldiers:2100. Ca Hoviad

Theories of Persuasion—Hovland Research • Hovland Research in World War Two • The Battle of Britain is a movie that exposes Britain air force fight against Hitler’s invasion to motivate American soldiers to enter the war bravely. • Sample soldiers: 2100

Theories of Persuasion-Hovland Research Hovland Research in World War Two Hovland Research (Named Social judgment theory)proposes that people make evaluations (judgments)about the content of messages based on their anchors,or stance,on a particular topic messages(Sherif Hovland,1961;Sherifet al.,1965).In addition to an individual's anchor,each person's attitudes can be placed into three categories.First,there is the latitude of acceptance,which includes all those ideas that a person finds acceptable.Second,there is the latitude of rejection,which includes all those ideas that a person finds unacceptable.Finally,there is the latitude of noncommitment,which includes ideas for which you have no opinion-you neither accept nor reject these ideas.A person's reaction to a persuasive message depends on his or her position on the topic(Sherif Hovland, 1961).Accordingly,the first step in the social judgment process is to map receivers'attitudes toward a topic

Theories of Persuasion—Hovland Research • Hovland Research in World War Two • Hovland Research (Named Social judgment theory) proposes that people make evaluations (judgments) about the content of messages based on their anchors, or stance, on a particular topic messages (Sherif & Hovland, 1961; Sherifet al., 1965). In addition to an individual’s anchor, each person’s attitudes can be placed into three categories. First, there is the latitude of acceptance, which includes all those ideas that a person finds acceptable. Second, there is the latitude of rejection, which includes all those ideas that a person finds unacceptable. Finally, there is the latitude of noncommitment, which includes ideas for which you have no opinion—you neither accept nor reject these ideas. A person’s reaction to a persuasive message depends on his or her position on the topic (Sherif & Hovland, 1961). Accordingly, the first step in the social judgment process is to map receivers’ attitudes toward a topic

Techniques of Attitude Change One.Hovland Research'Two-Sided Messages Social judgment theory proposes that people make evaluations(judgments)about the content of messages based on their anchors,or stance,on a particular topic messages(Sherif Hovland,1961; Sherifet al.,1965).In addition to an individual's anchor,which includes ideas for which you have no opinion-you neither accept nor reject these ideas. A person's reaction to a persuasive message depends on his or her position on the topic(Sherif Hovland,1961).Accordingly,the first step in the social judgment process is to map receivers' attitudestoward a topic

Techniques of Attitude Change • One. Hovland Research’ Two-Sided Messages • Social judgment theory proposes that people make evaluations (judgments) about the content of messages based on their anchors, or stance, on a particular topic messages (Sherif & Hovland, 1961; Sherifet al., 1965). In addition to an individual’s anchor, which includes ideas for which you have no opinion—you neither accept nor reject these ideas. A person’s reaction to a persuasive message depends on his or her position on the topic (Sherif & Hovland, 1961). Accordingly, the first step in the social judgment process is to map receivers’ attitudestoward a topic

Techniques of Attitude Change Hovland Research'Two-Sided Messages In their studies,researchers discovered that when trying to persuade an audience,the communicator must decide whether he should present both sides of an issue.If concerned with order effects,the researcher must also determine when to present each side,if dealing with two- sided messages.Whether presenting both sides or a single argument,the speaker must determine the placement of arguments within the message.Many factors are involved in one-sided and two-sided messages,and much like determining order effects,the effectiveness of each depends on the a variety of circumstances.Before discussing one and two-sided messages in correlation with order effects,Hovland's findings demonstrate the situational nature of effectiveness in this type of

Techniques of Attitude Change • Hovland Research’ Two-Sided Messages • In their studies, researchers discovered that when trying to persuade an audience, the communicator must decide whether he should present both sides of an issue. If concerned with order effects, the researcher must also determine when to present each side, if dealing with two￾sided messages. Whether presenting both sides or a single argument, the speaker must determine the placement of arguments within the message. Many factors are involved in one-sided and two-sided messages, and much like determining order effects, the effectiveness of each depends on the a variety of circumstances. Before discussing one and two-sided messages in correlation with order effects, Hovland's findings demonstrate the situational nature of effectiveness in this type of communication

Techniques of Attitude Change Hovland Research'Two-Sided Messages When subjects are opposed to the viewpoint being presented, Hovland found two-sided messages were more effective.In addition to the recipient holding an opposing viewpoint from the communicator,Hovland determined subjects that had a higher intelligence level and were exposed to countercommunication expressing the opposition were more likely to be persuaded by a two-sided message.However,if recipents already favored the opinion of the communicator,Hovland found that a one-sided message is more effective(Hovland 294)

Techniques of Attitude Change • Hovland Research’ Two-Sided Messages • When subjects are opposed to the viewpoint being presented, Hovland found two-sided messages were more effective. In addition to the recipient holding an opposing viewpoint from the communicator, Hovland determined subjects that had a higher intelligence level and were exposed to countercommunication expressing the opposition were more likely to be persuaded by a two-sided message. However, if recipents already favored the opinion of the communicator, Hovland found that a one-sided message is more effective (Hovland 294)

Techniques of Attitude Change Hovland Research'Two-Sided Messages In one of his studies,Hovland wanted to measure army mens'opinions of how long the war in the Pacific would last.Before getting their opinions,two groups of men listened to a speaker whose main emphasis was that the war would last for at least two years.One group heard a one-sided message noting the problems of distance,the resources of Japan,the size of the Japanese army and the morale of Japan's citizens.The men receiving the two-sided message heard the same list mentioned to the first group, followed by a list of U.S.advantages over Japan (Hovland,Lumsdaine and Sheffield 469).The one- sided message was more effective for men who already believed the war would last at least two years

Techniques of Attitude Change • Hovland Research’ Two-Sided Messages • In one of his studies, Hovland wanted to measure army mens' opinions of how long the war in the Pacific would last. Before getting their opinions, two groups of men listened to a speaker whose main emphasis was that the war would last for at least two years. One group heard a one-sided message noting the problems of distance, the resources of Japan, the size of the Japanese army and the morale of Japan's citizens. The men receiving the two-sided message heard the same list mentioned to the first group, followed by a list of U.S. advantages over Japan (Hovland, Lumsdaine and Sheffield 469). The one￾sided message was more effective for men who already believed the war would last at least two years, whereas the two-sided message was effective for men that expected a shorter war (Hovland, Lumsdaine and Sheffield 475)

Techniques of Attitude Change Hovland Research'Two-Sided Messages Two-sided messages seem to be preferable for audiences with higher educational levels,although obtained differences are not supported in all studies. Two-sided messages seem to be preferrable when the audience initally disagrees with the communicator's position. Two-sided messages seem to be preferable when there is a possibility that the audience will be exposed to messages opposing the source's position. One-sided messages are more effective when the receiver is already in agreement with the source provided that the receiver is not likely to be

Techniques of Attitude Change • Hovland Research’ Two-Sided Messages • Two-sided messages seem to be preferable for audiences with higher educational levels, although obtained differences are not supported in all studies. • Two-sided messages seem to be preferrable when the audience initally disagrees with the communicator's position. • Two-sided messages seem to be preferable when there is a possibility that the audience will be exposed to messages opposing the source's position. • One-sided messages are more effective when the receiver is already in agreement with the source provided that the receiver is not likely to be exposed to later opposing messages. • Prior attitude and commitment may interact with sidedness, tending to cover up the potential effects of message sidednesss