Table of Contents
Hoofdstuk 1: Inleiding..................................................................5
Persuasieve communcactie...................................................................5
Retoriek..............................................................................................5
Persuasie/overtuiging..........................................................................5
Systeem 1 en systeem 2.......................................................................5
Olifant metafoor................................................................................................................ 6
Gedrag veranderingen via boodschappen.........................................................................6
Persuasieve strategieën.......................................................................6
Welke boodschappen horen bij persuasieve communicatie.....................6
Factoren onderzocht bij persuasieve communicatie...............................7
Daniel O’Keefe’s kijk op persuasieve communicatie...............................7
Massieve blootstelling aan (potentiële) persuasieve communicatie:.......7
Experimentele (sociale) psychologie.....................................................7
Automatische vs opzettelijke/deliberatieve processen......................................................7
Persuasieve processen: latent vs observeerbaar/manifest................................................8
Latente processen............................................................................................................. 8
Tijdslijn cognitieve processen en verwerking van boodschappen.....................................8
Gilbert’s Model: omgaan met foutieve informatie.............................................................9
Duaal procesmodel: automatisch en deliberatieve processen..........................................9
Bargh: The Unconscious Mind...............................................................9
Cognitieve psychologie..................................................................................................... 9
Sociale psychologie........................................................................................................... 9
Historische ontwikkeling................................................................................................... 9
Attitudes: lichaam en geest............................................................................................ 10
Samenspel van automatische en deliberatieve processen..............................................10
Fundamentele Leerprocessen.............................................................10
Habituatie....................................................................................................................... 10
Contactconditionering..................................................................................................... 10
Klassieke conditionering (Pavlov)....................................................................................10
Instrumentele conditionering (Operant & Skinner)..........................................................11
Observatie leren/social learning......................................................................................11
Proportioneel leren.......................................................................................................... 11
Experimentele methode......................................................................11
Soorten variabelen.......................................................................................................... 11
Deelnemers..................................................................................................................... 12
Methodes experimenteel onderzoek...............................................................................12
Hoofdstuk 2: Attitudes................................................................12
, Concepten.........................................................................................12
Attitudemeting..................................................................................12
Marktonderzoek.............................................................................................................. 13
Expliciete vs impliciete attitudes........................................................13
Directe metingen...............................................................................13
1-item meting................................................................................................................. 13
Multi-item measure......................................................................................................... 14
Semi-directe attitudemetingen...........................................................15
Indirecte attitudemetingen.................................................................15
Meting obv gedrag.......................................................................................................... 16
Meting obv (impliciete) oordelen.....................................................................................16
Meting obv fysiologische reacties...................................................................................17
Attitudes en attitudeveranderingen....................................................17
Social judgement theory................................................................................................. 18
Hoofdstuk 3/4: link tussen attitude en gedrag..............................18
Attitude behavior gap........................................................................18
Is er een attitude-to-behavior relatie?.............................................................................18
Wanneer bestaat de attitude-to-behavior relatie?...........................................................19
Als de attitude-to-behavior relatie bestaat, hoe ontstaat de link?...................................20
Cognitieve dissonantie (Festinger)......................................................21
Operante conditionering.................................................................................................22
Lichamelijke attitude....................................................................................................... 22
H5: Twee routes van overtuiging.................................................22
Verwerken van een boodschap...........................................................22
Elaboration likelihood model (Petty & Cacioppo)..................................22
Centrale route (systeem 2)............................................................................................. 23
Perifere route (systeem 1).............................................................................................. 23
Variabelen in ELM........................................................................................................... 24
Gezamelijke effecten van variabelen in ELM...................................................................26
vertrouwen in eigen cognities......................................................................................... 26
Perifere cue effecten....................................................................................................... 27
Meervoudige rollen van variabelen in ELM......................................................................27
H6: narratieve overtuiging..........................................................27
Transportation theory........................................................................28
Persoonlijkheid en transporteerbaarheid.........................................................................28
Verschil in overtuiging tussen argumenten, cues en narratieven..........29
Studie “Murder at the mall”-verhaal...................................................29
Invloed op inbeelding (kwaliteit van verhaal)..................................................................29
Rol van spanning............................................................................................................. 29
, Feit of fictie..................................................................................................................... 30
Persoonlijke relevantie en argumentatiekracht...............................................................30
ARgumentsterkte en volgorde........................................................................................31
Individuele verschillen..................................................................................................... 31
Sociaal leren (Bandura): modeling..................................................................................31
Persistentie van attitudeverandering..................................................31
Need for (leisurely) entertainment......................................................31
Text hegemony hypothesis.................................................................31
Narratieve verhaallijnen (Vonnegot)...................................................32
Embodiment of attitudes (Briñol)........................................................32
H7: Interpersoonlijke beïnvloeding..............................................32
Principes van overtuiging (Cialdini).....................................................32
reciprocity....................................................................................................................... 33
Authority & expertise...................................................................................................... 33
Social proof..................................................................................................................... 33
Commitment & consistency............................................................................................ 34
Liking.............................................................................................................................. 35
Scarcity........................................................................................................................... 35
Ethiek van de principes (Cialdini)........................................................35
Pre-suasion (Cialdini).........................................................................36
H8: groepsbeïnvloeding..............................................................36
Effecten op attitudes en strategieën in een groep................................37
Informatieve vs normatieve sociale invloed....................................................................37
Meerderheidseffecten..................................................................................................... 37
Minderheidseffecten........................................................................................................ 37
Effecten op groepsbeslissingen...........................................................38
Meerderheidseffecten: ‘groupthink’................................................................................38
Minderheidseffecten........................................................................................................ 39
H9: gezondheidscommunicatie....................................................40
Psychologische modellen....................................................................40
Marketing modellen...........................................................................41
Communicatie modellen.....................................................................42
Common sense model.........................................................................42
Fear appeals......................................................................................43
Heuristieken......................................................................................43
Campagnes voor volksgezondheid.......................................................44
, Nudging............................................................................................44
Categoisaties.................................................................................................................. 45
Ethiek.............................................................................................................................. 46
H10: Politieke communicatie.......................................................46
Media effecten...................................................................................46
Agenda setting................................................................................................................ 47
Priming............................................................................................................................ 47
Framing........................................................................................................................... 47
Directe politieke beïnvloeding afhankelijk van kenmerken van de
ontvanger..........................................................................................47
A priori politieke standpunten......................................................................................... 48
Selective exposure.......................................................................................................... 48
Persuasion knowledge model.......................................................................................... 48
Directe politieke beïnvloeding afhankelijk van kenmerken van de bron. 48
Directe politieke beïnvloeding afhankelijk van kenmerken van
mobilisatie.........................................................................................49
H12: Reclame.............................................................................49
Classificatie van advertenties.............................................................49
OBV verschillende soorten attitude functie.....................................................................49
OBV focus van de advertentie.........................................................................................50
Soorten advertenties..........................................................................50
Subliminale advertenties....................................................................51
Hoofdstuk 1: Inleiding..................................................................5
Persuasieve communcactie...................................................................5
Retoriek..............................................................................................5
Persuasie/overtuiging..........................................................................5
Systeem 1 en systeem 2.......................................................................5
Olifant metafoor................................................................................................................ 6
Gedrag veranderingen via boodschappen.........................................................................6
Persuasieve strategieën.......................................................................6
Welke boodschappen horen bij persuasieve communicatie.....................6
Factoren onderzocht bij persuasieve communicatie...............................7
Daniel O’Keefe’s kijk op persuasieve communicatie...............................7
Massieve blootstelling aan (potentiële) persuasieve communicatie:.......7
Experimentele (sociale) psychologie.....................................................7
Automatische vs opzettelijke/deliberatieve processen......................................................7
Persuasieve processen: latent vs observeerbaar/manifest................................................8
Latente processen............................................................................................................. 8
Tijdslijn cognitieve processen en verwerking van boodschappen.....................................8
Gilbert’s Model: omgaan met foutieve informatie.............................................................9
Duaal procesmodel: automatisch en deliberatieve processen..........................................9
Bargh: The Unconscious Mind...............................................................9
Cognitieve psychologie..................................................................................................... 9
Sociale psychologie........................................................................................................... 9
Historische ontwikkeling................................................................................................... 9
Attitudes: lichaam en geest............................................................................................ 10
Samenspel van automatische en deliberatieve processen..............................................10
Fundamentele Leerprocessen.............................................................10
Habituatie....................................................................................................................... 10
Contactconditionering..................................................................................................... 10
Klassieke conditionering (Pavlov)....................................................................................10
Instrumentele conditionering (Operant & Skinner)..........................................................11
Observatie leren/social learning......................................................................................11
Proportioneel leren.......................................................................................................... 11
Experimentele methode......................................................................11
Soorten variabelen.......................................................................................................... 11
Deelnemers..................................................................................................................... 12
Methodes experimenteel onderzoek...............................................................................12
Hoofdstuk 2: Attitudes................................................................12
, Concepten.........................................................................................12
Attitudemeting..................................................................................12
Marktonderzoek.............................................................................................................. 13
Expliciete vs impliciete attitudes........................................................13
Directe metingen...............................................................................13
1-item meting................................................................................................................. 13
Multi-item measure......................................................................................................... 14
Semi-directe attitudemetingen...........................................................15
Indirecte attitudemetingen.................................................................15
Meting obv gedrag.......................................................................................................... 16
Meting obv (impliciete) oordelen.....................................................................................16
Meting obv fysiologische reacties...................................................................................17
Attitudes en attitudeveranderingen....................................................17
Social judgement theory................................................................................................. 18
Hoofdstuk 3/4: link tussen attitude en gedrag..............................18
Attitude behavior gap........................................................................18
Is er een attitude-to-behavior relatie?.............................................................................18
Wanneer bestaat de attitude-to-behavior relatie?...........................................................19
Als de attitude-to-behavior relatie bestaat, hoe ontstaat de link?...................................20
Cognitieve dissonantie (Festinger)......................................................21
Operante conditionering.................................................................................................22
Lichamelijke attitude....................................................................................................... 22
H5: Twee routes van overtuiging.................................................22
Verwerken van een boodschap...........................................................22
Elaboration likelihood model (Petty & Cacioppo)..................................22
Centrale route (systeem 2)............................................................................................. 23
Perifere route (systeem 1).............................................................................................. 23
Variabelen in ELM........................................................................................................... 24
Gezamelijke effecten van variabelen in ELM...................................................................26
vertrouwen in eigen cognities......................................................................................... 26
Perifere cue effecten....................................................................................................... 27
Meervoudige rollen van variabelen in ELM......................................................................27
H6: narratieve overtuiging..........................................................27
Transportation theory........................................................................28
Persoonlijkheid en transporteerbaarheid.........................................................................28
Verschil in overtuiging tussen argumenten, cues en narratieven..........29
Studie “Murder at the mall”-verhaal...................................................29
Invloed op inbeelding (kwaliteit van verhaal)..................................................................29
Rol van spanning............................................................................................................. 29
, Feit of fictie..................................................................................................................... 30
Persoonlijke relevantie en argumentatiekracht...............................................................30
ARgumentsterkte en volgorde........................................................................................31
Individuele verschillen..................................................................................................... 31
Sociaal leren (Bandura): modeling..................................................................................31
Persistentie van attitudeverandering..................................................31
Need for (leisurely) entertainment......................................................31
Text hegemony hypothesis.................................................................31
Narratieve verhaallijnen (Vonnegot)...................................................32
Embodiment of attitudes (Briñol)........................................................32
H7: Interpersoonlijke beïnvloeding..............................................32
Principes van overtuiging (Cialdini).....................................................32
reciprocity....................................................................................................................... 33
Authority & expertise...................................................................................................... 33
Social proof..................................................................................................................... 33
Commitment & consistency............................................................................................ 34
Liking.............................................................................................................................. 35
Scarcity........................................................................................................................... 35
Ethiek van de principes (Cialdini)........................................................35
Pre-suasion (Cialdini).........................................................................36
H8: groepsbeïnvloeding..............................................................36
Effecten op attitudes en strategieën in een groep................................37
Informatieve vs normatieve sociale invloed....................................................................37
Meerderheidseffecten..................................................................................................... 37
Minderheidseffecten........................................................................................................ 37
Effecten op groepsbeslissingen...........................................................38
Meerderheidseffecten: ‘groupthink’................................................................................38
Minderheidseffecten........................................................................................................ 39
H9: gezondheidscommunicatie....................................................40
Psychologische modellen....................................................................40
Marketing modellen...........................................................................41
Communicatie modellen.....................................................................42
Common sense model.........................................................................42
Fear appeals......................................................................................43
Heuristieken......................................................................................43
Campagnes voor volksgezondheid.......................................................44
, Nudging............................................................................................44
Categoisaties.................................................................................................................. 45
Ethiek.............................................................................................................................. 46
H10: Politieke communicatie.......................................................46
Media effecten...................................................................................46
Agenda setting................................................................................................................ 47
Priming............................................................................................................................ 47
Framing........................................................................................................................... 47
Directe politieke beïnvloeding afhankelijk van kenmerken van de
ontvanger..........................................................................................47
A priori politieke standpunten......................................................................................... 48
Selective exposure.......................................................................................................... 48
Persuasion knowledge model.......................................................................................... 48
Directe politieke beïnvloeding afhankelijk van kenmerken van de bron. 48
Directe politieke beïnvloeding afhankelijk van kenmerken van
mobilisatie.........................................................................................49
H12: Reclame.............................................................................49
Classificatie van advertenties.............................................................49
OBV verschillende soorten attitude functie.....................................................................49
OBV focus van de advertentie.........................................................................................50
Soorten advertenties..........................................................................50
Subliminale advertenties....................................................................51
