By Richard E. Petty
It has been over 10 years considering the fact that we initiated paintings on our first sequence of collaborative experiments. As graduate scholars, we had nice enjoyable making plans, undertaking, and penning this study (Petty & Cacioppo, 1977). We loved arguing with one another at our preliminary assembly in 1973 and feature sub sequently turn into most sensible acquaintances, yet neither folks suspected on the time that we might or may well actively hold a study collaboration over the following decade, or that we might now locate ourselves able to write this monograph. As we notice in bankruptcy 1, we all started our reports of persuasion at a time while social psychology was once in "crisis," and curiosity in examine on perspective switch particularly was once declining. As we write this, we're conscious of six new volumes on persuasion which are in press or in instruction and that are supposed to seem over the following couple of years. on reflection, it isn't so wonderful that study on attitudes and persuasion may reemerge as a principal situation of social psychology. We think that human emotions, ideals, and behaviors, even if within the area of interpersonal family (e. g. , marriage, aggression), politics (e. g. , vote casting, revolution), well-being (e. g. , following a scientific regimen), or economics (e. g. , patron purchases) are vastly motivated by means of the reviews humans have of alternative humans, items, and concerns. moreover, reviews (attitudes) are stimulated through have an effect on, cognition, and behavior.
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Additional resources for Communication and Persuasion: Central and Peripheral Routes to Attitude Change
Assessing the Basic Constructs in the ELM As we detailed in the last chapter, the ELM holds that variables can affect the amount and direction of attitude change in one of three ways: (a) serving as persuasive arguments, (b) serving as peripheral cues, or (c) affecting the extent or direction of argument elaboration (see Postulate 3). In this section, Assessing the Basic Constructs in the ELM 31 we define in greater detail these three constructs in the ELM and we discuss operationalizations of each.
Initial Attitude Changes In most experimental studies of persuasion, the theoretical question of interest concerns the relative rather than the absolute effects of various factors on attitude change. , message repetition) on persuasion. All subjects might be exposed to the same message in the same persuasion context, but some would be assigned at random to a condition in which there is a low level of Factor-x, others to a condition in which there is a moderate level of X, and others to a condition in which there is a high level of X Postcommunication measures of attitudes provide information about the relative effects of Factor-x, since successful random assignment to conditions assures that on average, subjects in each condition begin with the same attitudes toward the recommendation.
Another possibility, however, is that a simple cue in the persuasion context affects attitudes in the absence of argument processing. As we noted earlier, some cues will do this because they trigger relatively primative affective 2Although we do not detail the procedures here, it is important to note that after participation in one of our persuasion experiments, subjects recieve a thorough debriefing as to the nature of the research and any deceptions employed and their rationale. 2. Methodological Factors in the ELM 34 I.