recenSelf monitoring: The tendency to change behaviour in response to the self-
presentation concerns of the situation.
● High self-monitors: Pragmatic, flexible, and adaptive; more concerned with
appearance than with reality.
● Low self-monitors: Principles and forthright; stubborn, insensitive to surroundings,
unwilling to compromise.
Attitude-Behaviour correlation (Snyder et al.,1976):
Theory of planned behavior (Ajzen, 1991): We can explain behaviour by the intention.
Attitude towards behaviour → Intention → Behaviour
Subjective norm
Perceived behavioural control
Dual-process model of persuasion (Petty & Cacioppo, 1986).
1. Central route: Influenced by the content of the message; stronger and lasts longer.
○ Product can be sold through message content.
○ Audience is clever enough and enjoys thinking.
○ Audience is motivated.
2. Peripheral route: Influenced by the package.
Level of effect depends on the…
1. Source
○ Credibility - competency and trustworthiness
○ Likeability - similarity and physical attractiveness
2. Message
○ Can the product be sold via content of the message?
○ Length of message - is lots of detail needed to be persuasive?
○ Primary effect: Information presented first has most impact
○ Recency effect: Information presented last has most impact
■ The relative effects on primary and recency depends on time.
○ Fearful messages
○ Subtle persuasion
3. Audience
○ Low self-monitoring: Central message
○ High self-monitoring: Peripheral socially desirable image message
presentation concerns of the situation.
● High self-monitors: Pragmatic, flexible, and adaptive; more concerned with
appearance than with reality.
● Low self-monitors: Principles and forthright; stubborn, insensitive to surroundings,
unwilling to compromise.
Attitude-Behaviour correlation (Snyder et al.,1976):
Theory of planned behavior (Ajzen, 1991): We can explain behaviour by the intention.
Attitude towards behaviour → Intention → Behaviour
Subjective norm
Perceived behavioural control
Dual-process model of persuasion (Petty & Cacioppo, 1986).
1. Central route: Influenced by the content of the message; stronger and lasts longer.
○ Product can be sold through message content.
○ Audience is clever enough and enjoys thinking.
○ Audience is motivated.
2. Peripheral route: Influenced by the package.
Level of effect depends on the…
1. Source
○ Credibility - competency and trustworthiness
○ Likeability - similarity and physical attractiveness
2. Message
○ Can the product be sold via content of the message?
○ Length of message - is lots of detail needed to be persuasive?
○ Primary effect: Information presented first has most impact
○ Recency effect: Information presented last has most impact
■ The relative effects on primary and recency depends on time.
○ Fearful messages
○ Subtle persuasion
3. Audience
○ Low self-monitoring: Central message
○ High self-monitoring: Peripheral socially desirable image message
