Persuasieve communicatie
Inhoud
Introductie..............................................................................................................................................1
2 soorten persuasieve communicatie.................................................................................................1
Onderscheid persuasief en argumentatie of retoriek.....................................................................1
Gedrag beïnvloeden...........................................................................................................................1
Doelstellingen.....................................................................................................................................1
Hoofdstuk 1: domains of persuasion + basics of psychology..................................................................2
1.1 Welke vormen van communicatie kunnen we beschouwen als persuasief?................................2
1.2 Automatic vs deliberate...............................................................................................................2
1.3 Latent vs observable.....................................................................................................................2
1.3.1 Onderzoek over latente presessen........................................................................................2
1.4 Systeem 1 vs systeem 2................................................................................................................3
1.4.1 Automatische processen – snelle en vruchtbare binnenwegen............................................3
1.5 Bargh: the unconscious mind.......................................................................................................3
1.6 Leerprocessen..............................................................................................................................4
Experimentele methode.................................................................................................................4
Hoofdstuk 2: attitudes............................................................................................................................5
2.1 Introductie....................................................................................................................................5
2.1.1 Definitie attitude....................................................................................................................5
2.2 Meting attitude.............................................................................................................................5
2.2.1 Bronnen van attitudemeting..................................................................................................5
2.2.2 Complex multi-faced..............................................................................................................5
2.2.3 Expliciet vs impliciet..............................................................................................................6
2.3 Direct attitude meting..................................................................................................................6
2.3.1 Gestructureerd......................................................................................................................6
2.4 Semidirect attitude meting...........................................................................................................8
2.4.1 Relative measures..................................................................................................................8
2.4.2 Ranking..................................................................................................................................8
2.5 Indirect attitude meting................................................................................................................8
2.5.1 Lost letter...............................................................................................................................8
2.5.2 Choice error...........................................................................................................................9
2.5.3 Evaluative priming.................................................................................................................9
2.5.4 IAT (implicit association test).................................................................................................9
2.5.5 Affect misattribution paradigm............................................................................................10
2.5.6 Facial Electromyography (EMG)...........................................................................................10
,Persuasieve communicatie
2.5.7 Event-Related Brain Potentials (ERP’s)................................................................................10
2.6 Attitudeverandering...................................................................................................................11
Hoofdstuk 3: Link tussen attitude en gedrag........................................................................................12
3.1 Bestaat er een link tussen attitude en gedrag?..........................................................................12
GLOBALE CONCLUSIE....................................................................................................................12
3.2 Onder welke omstandigheden kunnen attitudes gedrag voorspellen........................................13
3.2.1 Karakteristieken van het gedrag..........................................................................................13
3.2.2 Karakteristieken van de persoon.........................................................................................13
3.2.3 Karakteristieken van de situatie..........................................................................................13
3.2.4 Karakteristieken van de attitude..........................................................................................13
3.1 Hoe ontstaat de link?..................................................................................................................14
Theory of reasoned action (TRA & systeem 2 - bewust)...............................................................14
Theory of planned behaviour (TPB & systeem 2).........................................................................14
Attitude-to-behavior process model............................................................................................14
Hoofdstuk 5: twee routes naar persuasie............................................................................................15
5.1 Lack of processing capacity and motivation...............................................................................15
De plaats op het continuüm hangt af van....................................................................................15
Het model.....................................................................................................................................15
5.2.1 Central route.......................................................................................................................16
5.2.2 Peripheral route...................................................................................................................16
5.3 Empirische evidentie..................................................................................................................17
5.4 Situational impact on motivation...............................................................................................18
5.4.1 Persoonlijke relevantie........................................................................................................18
5.4.2 Hoe gaan we merken of het relevant is?.............................................................................18
5.4.3 Geschiedenis van ELM.........................................................................................................18
5.5 Individual differences in motivation...........................................................................................19
5.6 Consequence of these two routes..............................................................................................19
5.7 Multiple roles of one variable within ELM..................................................................................20
5.7.1 Verschillende rollen.............................................................................................................20
5.8 Important concepts....................................................................................................................20
Hoofdstuk 6: Narrative persuasion AKA storytelling............................................................................21
6.3 Transportation theory................................................................................................................21
6.1 Introduction................................................................................................................................21
6.2 Persuasive power of a narrative.................................................................................................21
6.3 Transportation theory................................................................................................................22
6.3.1 Gevolgen..............................................................................................................................22
,Persuasieve communicatie
6.3.2 De theorie............................................................................................................................22
6.4 Samenvatting 2 theorieën over persuasieve effecten................................................................23
Hoofdstuk 7: Uitdiepen transportatietheorie.......................................................................................24
7.1 Transporteerbaarheid – persoonlijkheid....................................................................................24
7.1.1 Empirisch bewijs voor de theorie........................................................................................24
Hoofdstuk 8: Uitdiepen ELM................................................................................................................28
8.1 Korte samenvatting ELM.............................................................................................................28
8.2 Capacity effects (ability).............................................................................................................29
8.2.1 Situational: Being distracted...............................................................................................29
8.2.2 Situational: Message repetition..........................................................................................29
8.2.3 Dispositional capacity factors.............................................................................................29
8.3 (relatively) biased vs unbiased processes...................................................................................30
8.4 Joint effect of variables...............................................................................................................30
8.5 Influencing trust in one’s own cognitions...................................................................................30
8.6 Peripheral cue effects.................................................................................................................31
8.7 Advanced effects of bodily posture/behavior on attitudes........................................................31
Hoofdstuk 9: Interpersoonlijke beïnvloeding.......................................................................................32
9.1 What professionals do................................................................................................................32
9.2 Six principles of Cialdini..............................................................................................................33
9.2.1 Reciprocity – wederkerigheid..............................................................................................33
9.2.2 Social proof – consensus......................................................................................................33
9.2.3 Commitment and consistency.............................................................................................33
9.2.4 Friendship and liking............................................................................................................34
9.2.5 Scarcity – schaarste.............................................................................................................34
9.2.6 Authority and expertise – autoriteit....................................................................................35
9.3 Ethiek..........................................................................................................................................35
9.4 Resisting persuasion...................................................................................................................35
Hoofdstuk 10: Small group persuasion.................................................................................................36
10.1 Introduction..............................................................................................................................36
10.2 Effects on opinions & strategies in a group..............................................................................36
10.2.1 Informational vs normative social influence......................................................................36
10.2.2 Majority effects.................................................................................................................37
10.2.3 Minority effects.................................................................................................................37
10.3 Effects on group decisions........................................................................................................38
10.3.1 Majority effects: groupthink..............................................................................................38
10.3.2 Minority effects.................................................................................................................39
, Persuasieve communicatie
10.4 Evolution of decisions...............................................................................................................39
Polarisatie verklaren.....................................................................................................................39
Hoofdstuk 11: Gezondheidscommunicatie...........................................................................................40
11.1 Introduction..............................................................................................................................40
11.2 Types of health communication models...................................................................................40
11.2.1 Basic sender-receiver models............................................................................................40
11.2.2 Psychology & decision making...........................................................................................40
11.2.3 Marketingmodels...............................................................................................................41
11.2.4 Communication models.....................................................................................................41
Hoofdstuk 12: Nudging.........................................................................................................................43
Inleiding............................................................................................................................................43
Fogg’s behavior model.....................................................................................................................43
A hyped concept...............................................................................................................................43
Hoofdstuk 13: Political Persuasion and advertising..............................................................................44
13.1 Introduction..............................................................................................................................44
13.2 Historical overview...................................................................................................................44
13.3 PART 1: Media-effecten............................................................................................................44
13.3.1 Agenda setting & Priming..................................................................................................44
13.3.2 Framing..............................................................................................................................44
13.4 PART 2: Direct political persuasion...........................................................................................45
Hoofdstuk 14: Advertising (marketing communicatie).........................................................................46
14.1 Marketingcommunicatie goed te begrijpen aan de hand van ELM..........................................46
14.2 Advertentie industrie................................................................................................................46
14.3 Persuasion knowledge..............................................................................................................46
14.3.1 Onderzoek: ad recognition of TV vs Website banner ads in children................................46
14.4 Subliminale advertenties..........................................................................................................46
Inhoud
Introductie..............................................................................................................................................1
2 soorten persuasieve communicatie.................................................................................................1
Onderscheid persuasief en argumentatie of retoriek.....................................................................1
Gedrag beïnvloeden...........................................................................................................................1
Doelstellingen.....................................................................................................................................1
Hoofdstuk 1: domains of persuasion + basics of psychology..................................................................2
1.1 Welke vormen van communicatie kunnen we beschouwen als persuasief?................................2
1.2 Automatic vs deliberate...............................................................................................................2
1.3 Latent vs observable.....................................................................................................................2
1.3.1 Onderzoek over latente presessen........................................................................................2
1.4 Systeem 1 vs systeem 2................................................................................................................3
1.4.1 Automatische processen – snelle en vruchtbare binnenwegen............................................3
1.5 Bargh: the unconscious mind.......................................................................................................3
1.6 Leerprocessen..............................................................................................................................4
Experimentele methode.................................................................................................................4
Hoofdstuk 2: attitudes............................................................................................................................5
2.1 Introductie....................................................................................................................................5
2.1.1 Definitie attitude....................................................................................................................5
2.2 Meting attitude.............................................................................................................................5
2.2.1 Bronnen van attitudemeting..................................................................................................5
2.2.2 Complex multi-faced..............................................................................................................5
2.2.3 Expliciet vs impliciet..............................................................................................................6
2.3 Direct attitude meting..................................................................................................................6
2.3.1 Gestructureerd......................................................................................................................6
2.4 Semidirect attitude meting...........................................................................................................8
2.4.1 Relative measures..................................................................................................................8
2.4.2 Ranking..................................................................................................................................8
2.5 Indirect attitude meting................................................................................................................8
2.5.1 Lost letter...............................................................................................................................8
2.5.2 Choice error...........................................................................................................................9
2.5.3 Evaluative priming.................................................................................................................9
2.5.4 IAT (implicit association test).................................................................................................9
2.5.5 Affect misattribution paradigm............................................................................................10
2.5.6 Facial Electromyography (EMG)...........................................................................................10
,Persuasieve communicatie
2.5.7 Event-Related Brain Potentials (ERP’s)................................................................................10
2.6 Attitudeverandering...................................................................................................................11
Hoofdstuk 3: Link tussen attitude en gedrag........................................................................................12
3.1 Bestaat er een link tussen attitude en gedrag?..........................................................................12
GLOBALE CONCLUSIE....................................................................................................................12
3.2 Onder welke omstandigheden kunnen attitudes gedrag voorspellen........................................13
3.2.1 Karakteristieken van het gedrag..........................................................................................13
3.2.2 Karakteristieken van de persoon.........................................................................................13
3.2.3 Karakteristieken van de situatie..........................................................................................13
3.2.4 Karakteristieken van de attitude..........................................................................................13
3.1 Hoe ontstaat de link?..................................................................................................................14
Theory of reasoned action (TRA & systeem 2 - bewust)...............................................................14
Theory of planned behaviour (TPB & systeem 2).........................................................................14
Attitude-to-behavior process model............................................................................................14
Hoofdstuk 5: twee routes naar persuasie............................................................................................15
5.1 Lack of processing capacity and motivation...............................................................................15
De plaats op het continuüm hangt af van....................................................................................15
Het model.....................................................................................................................................15
5.2.1 Central route.......................................................................................................................16
5.2.2 Peripheral route...................................................................................................................16
5.3 Empirische evidentie..................................................................................................................17
5.4 Situational impact on motivation...............................................................................................18
5.4.1 Persoonlijke relevantie........................................................................................................18
5.4.2 Hoe gaan we merken of het relevant is?.............................................................................18
5.4.3 Geschiedenis van ELM.........................................................................................................18
5.5 Individual differences in motivation...........................................................................................19
5.6 Consequence of these two routes..............................................................................................19
5.7 Multiple roles of one variable within ELM..................................................................................20
5.7.1 Verschillende rollen.............................................................................................................20
5.8 Important concepts....................................................................................................................20
Hoofdstuk 6: Narrative persuasion AKA storytelling............................................................................21
6.3 Transportation theory................................................................................................................21
6.1 Introduction................................................................................................................................21
6.2 Persuasive power of a narrative.................................................................................................21
6.3 Transportation theory................................................................................................................22
6.3.1 Gevolgen..............................................................................................................................22
,Persuasieve communicatie
6.3.2 De theorie............................................................................................................................22
6.4 Samenvatting 2 theorieën over persuasieve effecten................................................................23
Hoofdstuk 7: Uitdiepen transportatietheorie.......................................................................................24
7.1 Transporteerbaarheid – persoonlijkheid....................................................................................24
7.1.1 Empirisch bewijs voor de theorie........................................................................................24
Hoofdstuk 8: Uitdiepen ELM................................................................................................................28
8.1 Korte samenvatting ELM.............................................................................................................28
8.2 Capacity effects (ability).............................................................................................................29
8.2.1 Situational: Being distracted...............................................................................................29
8.2.2 Situational: Message repetition..........................................................................................29
8.2.3 Dispositional capacity factors.............................................................................................29
8.3 (relatively) biased vs unbiased processes...................................................................................30
8.4 Joint effect of variables...............................................................................................................30
8.5 Influencing trust in one’s own cognitions...................................................................................30
8.6 Peripheral cue effects.................................................................................................................31
8.7 Advanced effects of bodily posture/behavior on attitudes........................................................31
Hoofdstuk 9: Interpersoonlijke beïnvloeding.......................................................................................32
9.1 What professionals do................................................................................................................32
9.2 Six principles of Cialdini..............................................................................................................33
9.2.1 Reciprocity – wederkerigheid..............................................................................................33
9.2.2 Social proof – consensus......................................................................................................33
9.2.3 Commitment and consistency.............................................................................................33
9.2.4 Friendship and liking............................................................................................................34
9.2.5 Scarcity – schaarste.............................................................................................................34
9.2.6 Authority and expertise – autoriteit....................................................................................35
9.3 Ethiek..........................................................................................................................................35
9.4 Resisting persuasion...................................................................................................................35
Hoofdstuk 10: Small group persuasion.................................................................................................36
10.1 Introduction..............................................................................................................................36
10.2 Effects on opinions & strategies in a group..............................................................................36
10.2.1 Informational vs normative social influence......................................................................36
10.2.2 Majority effects.................................................................................................................37
10.2.3 Minority effects.................................................................................................................37
10.3 Effects on group decisions........................................................................................................38
10.3.1 Majority effects: groupthink..............................................................................................38
10.3.2 Minority effects.................................................................................................................39
, Persuasieve communicatie
10.4 Evolution of decisions...............................................................................................................39
Polarisatie verklaren.....................................................................................................................39
Hoofdstuk 11: Gezondheidscommunicatie...........................................................................................40
11.1 Introduction..............................................................................................................................40
11.2 Types of health communication models...................................................................................40
11.2.1 Basic sender-receiver models............................................................................................40
11.2.2 Psychology & decision making...........................................................................................40
11.2.3 Marketingmodels...............................................................................................................41
11.2.4 Communication models.....................................................................................................41
Hoofdstuk 12: Nudging.........................................................................................................................43
Inleiding............................................................................................................................................43
Fogg’s behavior model.....................................................................................................................43
A hyped concept...............................................................................................................................43
Hoofdstuk 13: Political Persuasion and advertising..............................................................................44
13.1 Introduction..............................................................................................................................44
13.2 Historical overview...................................................................................................................44
13.3 PART 1: Media-effecten............................................................................................................44
13.3.1 Agenda setting & Priming..................................................................................................44
13.3.2 Framing..............................................................................................................................44
13.4 PART 2: Direct political persuasion...........................................................................................45
Hoofdstuk 14: Advertising (marketing communicatie).........................................................................46
14.1 Marketingcommunicatie goed te begrijpen aan de hand van ELM..........................................46
14.2 Advertentie industrie................................................................................................................46
14.3 Persuasion knowledge..............................................................................................................46
14.3.1 Onderzoek: ad recognition of TV vs Website banner ads in children................................46
14.4 Subliminale advertenties..........................................................................................................46
