1
,Introductie:.........................................................................................................................................................7
1.1 Wat is persuasieve communicatie?.........................................................................................................................8
1.2 Persuasie v.s. retoriek............................................................................................................................................8
1.3 Persuasieve communicatie v.s. argumentatie.........................................................................................................9
1.4 Overtuigingskracht: attitude en gedragsverandering..............................................................................................9
1.5 Conclusie............................................................................................................................................................. 11
H1: Domeinen van overtuiging + basis in de psychologie...............................................................................12
2.1 Types van communicatie & boodschappen?........................................................................................................12
2.2 Massieve blootstelling aan (potentiële) persuasieve communicatie:....................................................................12
2.3 Inleiding in experimentele (sociale) psychologie:................................................................................................13
2.3.1 A. Bargh: Four horsemen of automaticity.....................................................................................................13
2.3.1.1 Automatische vs opzettelijke (“deliberatieve”) processen......................................................................13
2.3.1.2 Persuasieve processen: latent vs observeerbaar?....................................................................................14
2.3.2 Kahneman: Thinking fast en slow.................................................................................................................15
2.3.2.1 Tijdslijn van cognitieve processen en verwerking van boodschappen:...................................................15
2.3.3 B. Leerprocessen, parallellen met overtuigen / persuasieve communicatie...................................................17
2.3.3.1 Leren......................................................................................................................................................17
2.3.4 C. Experimentele methode............................................................................................................................18
2.3.4.1 Belangrijke termen.................................................................................................................................18
2.3.4.2 Twee methodes voor manipulatie...........................................................................................................18
2.3.4.3 Double-blind research............................................................................................................................18
H2: Attitudes....................................................................................................................................................21
3.1 Attitude-metingen................................................................................................................................................22
3.1.1 Meetbare attitude(& -verandering)...............................................................................................................22
3.1.2 Bronnen van attitude-metingen.....................................................................................................................22
3.1.3 Attitude-metingen zijn complex....................................................................................................................23
3.1.4 Resultaten uitdrukken...................................................................................................................................23
3.1.5 Expliciete vs impliciete attitudes..................................................................................................................23
3.1.5.1 Directe attitude-metingen:......................................................................................................................25
3.1.5.2 Semi-directe attitude-metingen:.............................................................................................................28
3.1.5.3 Indirecte attitude-metingen:...................................................................................................................30
3.2 Attitude-verandering............................................................................................................................................35
H3: Link Attitudes – Gedrag............................................................................................................................37
4.1 Bestaat er een verband tussen attitudes en gedrag?..............................................................................................37
4.1.1 Historisch......................................................................................................................................................37
4.2 Wanneer bestaat er een relatie tussen attitudes en gedrag?..................................................................................38
4.2.1 Introductie: moderator vs mediator effecten.................................................................................................38
4.2.2 Verschillende soorten moderator-effecten (4)...............................................................................................39
4.2.3 Hoe ontstaat de link tussen attitudes en gedrag?...........................................................................................40
2
, 4.2.4 Andere modellen:..........................................................................................................................................41
4.2.4.1 Attitude-to-behaviour process model (Fazio).........................................................................................41
4.2.4.2 MODE model (motivation, opportunity, determinants)..........................................................................41
4.3 Tot slot….............................................................................................................................................................42
H4: Link Gedrag – Attitudes............................................................................................................................44
5.1 Cognitieve dissonantie: Festinger (1957).............................................................................................................44
5.1.1 Strategieën om cognitieve dissonantie te verminderen.................................................................................44
5.1.2 Studies: Basisfenomeen: cognitieve dissonantie:..........................................................................................44
5.2 Andere gedrag attitude-effecten..........................................................................................................................45
H5: Elaboration Likelihood Model (ELM)......................................................................................................46
6.1 Introductie: verwerking van een boodschap:.......................................................................................................46
6.2 Elaboration Likelihood Model (ELM): twee routes van overtuiging:..................................................................46
6.2.1 Centrale route (~ systeem 2).........................................................................................................................47
6.2.2 Perifere route (~ systeem 1)..........................................................................................................................48
6.2.3 Grafisch ELM...............................................................................................................................................49
6.2.4 Komt elaboratie alleen voor bij de centrale route?........................................................................................49
6.3 Samenvatting.......................................................................................................................................................50
6.4 Variabelen............................................................................................................................................................51
6.4.1 Empirische evidentie....................................................................................................................................51
6.4.2 Het onderzoek...............................................................................................................................................51
6.4.3 Verschillende variabelen...............................................................................................................................51
6.5 Studies................................................................................................................................................................. 54
6.5.1 Studie: Petty & Cacioppo (1979): ‘university-wide examen’.......................................................................54
6.5.2 Studie: Petty & Cacioppo (1979): university-wide examens PART 2...........................................................55
6.5.3 Studie 1: Cacioppo & Petty (1982): Behoefte aan Cognitie..........................................................................57
6.5.4 Studie 2: Cacioppo, Petty & Morris (1983): Rise in Tuition Fees.................................................................57
6.5.5 Studie 3: Haugtvedt & Petty (1992): Langetermijn Effecten van NFC.........................................................57
6.5.6 Studie 4: Tormala & Petty (2002): Onderzoek naar de Behoefte aan Cognitie.............................................58
6.5.7 Studie: Petty, Wells & Brock (1976): reducing the tuition fee......................................................................59
6.5.8 Gezamenlijk effect van variabelen................................................................................................................59
6.5.9 Studie: Petty, Cacioppo & Heesacker (1981)................................................................................................60
6.6 Vertrouwen in eigen gedachten............................................................................................................................61
6.6.1 Voorbeeld: studie hoofdbewegingen (Brinol & Petty)..................................................................................61
6.6.1.1 Voorbeeld: studie hoofdbewegingen deel 2............................................................................................62
6.7 Perifere cue effecten............................................................................................................................................62
6.7.1 Voorbeeld 1: bronexpertise...........................................................................................................................62
6.7.2 Voorbeeld 2:..................................................................................................................................................62
6.8 Meervoudige rollen van variabelen in ELM........................................................................................................64
6.8.1 Belangrijke kernprincipes:............................................................................................................................64
3
, H6: Narratieve overtuiging...............................................................................................................................67
7.1 Introductie...........................................................................................................................................................67
7.2 Transportatie theorie:...........................................................................................................................................68
7.2.1 Wat houdt de transportatie theorie in?...........................................................................................................68
7.2.2 Convergent vs Divergent..............................................................................................................................68
7.2.3 Gevolg van transportatie...............................................................................................................................69
7.2.4 Historische rol...............................................................................................................................................69
7.2.5 Samenvatting transportatie theorie................................................................................................................69
7.3 Vergelijking ELM vs narratieven.........................................................................................................................70
7.4 Persoonlijkheid: Transporteerbaarheid.................................................................................................................71
7.5 Empirisch onderzoek...........................................................................................................................................71
7.5.1 Variaties van dit basis-experiment:...............................................................................................................72
7.5.1.1.Kwaliteit van het verhaal.......................................................................................................................72
7.5.1.2 Rol van spanning:..................................................................................................................................73
7.5.1.3 Feit vs fictie..........................................................................................................................................73
7.5.1.4 Persoonlijke relevantie en argumentatiekracht.......................................................................................73
7.5.1.5 Argumentsterkte & volgorde..................................................................................................................74
7.5.1.6 Individuele verschillen...........................................................................................................................74
7.5.1.7 Sociaal leren (Bandura): Modeling........................................................................................................74
7.6 Hoe volhardend zijn die attitudes die aan narratieve overtuiging ervaart?:..........................................................74
7.6.1 Need for entertainment.................................................................................................................................74
7.6.2 Interactieve verhalen.....................................................................................................................................75
7.6.3 Text hegemony hypothesis............................................................................................................................75
7.7 Toepassing: advanced effects of bodily posture/behaviour on attitudes...............................................................75
7.7.1 Introductie.....................................................................................................................................................75
7.7.2 Zelf-validatie proces.....................................................................................................................................76
H7: Interpersoonlijke beïnvloeding..................................................................................................................77
8.1 Introductie:..........................................................................................................................................................77
8.2 Technieken van overtuiging.................................................................................................................................77
8.2.1 Reciprocity (wederkerigheid).......................................................................................................................78
8.2.1.1 Studie: James & Bolstein (1992):...........................................................................................................78
8.2.1.2 Studie: Schumann, von Wangenheim & Groene (2014).........................................................................79
8.2.2 Authority (autoriteit & expertise)..................................................................................................................79
8.2.2.1 Specifiek vs algemeen:..........................................................................................................................79
8.2.3 Social proof..................................................................................................................................................80
8.2.3.1 Studie: Stok en collega’s (2013):...........................................................................................................80
8.2.3.2 Studie: Alcott (2011):.............................................................................................................................81
8.2.4 Commitment & Consistency.........................................................................................................................81
8.2.4.1 Verschillende technieken........................................................................................................................81
4
,Introductie:.........................................................................................................................................................7
1.1 Wat is persuasieve communicatie?.........................................................................................................................8
1.2 Persuasie v.s. retoriek............................................................................................................................................8
1.3 Persuasieve communicatie v.s. argumentatie.........................................................................................................9
1.4 Overtuigingskracht: attitude en gedragsverandering..............................................................................................9
1.5 Conclusie............................................................................................................................................................. 11
H1: Domeinen van overtuiging + basis in de psychologie...............................................................................12
2.1 Types van communicatie & boodschappen?........................................................................................................12
2.2 Massieve blootstelling aan (potentiële) persuasieve communicatie:....................................................................12
2.3 Inleiding in experimentele (sociale) psychologie:................................................................................................13
2.3.1 A. Bargh: Four horsemen of automaticity.....................................................................................................13
2.3.1.1 Automatische vs opzettelijke (“deliberatieve”) processen......................................................................13
2.3.1.2 Persuasieve processen: latent vs observeerbaar?....................................................................................14
2.3.2 Kahneman: Thinking fast en slow.................................................................................................................15
2.3.2.1 Tijdslijn van cognitieve processen en verwerking van boodschappen:...................................................15
2.3.3 B. Leerprocessen, parallellen met overtuigen / persuasieve communicatie...................................................17
2.3.3.1 Leren......................................................................................................................................................17
2.3.4 C. Experimentele methode............................................................................................................................18
2.3.4.1 Belangrijke termen.................................................................................................................................18
2.3.4.2 Twee methodes voor manipulatie...........................................................................................................18
2.3.4.3 Double-blind research............................................................................................................................18
H2: Attitudes....................................................................................................................................................21
3.1 Attitude-metingen................................................................................................................................................22
3.1.1 Meetbare attitude(& -verandering)...............................................................................................................22
3.1.2 Bronnen van attitude-metingen.....................................................................................................................22
3.1.3 Attitude-metingen zijn complex....................................................................................................................23
3.1.4 Resultaten uitdrukken...................................................................................................................................23
3.1.5 Expliciete vs impliciete attitudes..................................................................................................................23
3.1.5.1 Directe attitude-metingen:......................................................................................................................25
3.1.5.2 Semi-directe attitude-metingen:.............................................................................................................28
3.1.5.3 Indirecte attitude-metingen:...................................................................................................................30
3.2 Attitude-verandering............................................................................................................................................35
H3: Link Attitudes – Gedrag............................................................................................................................37
4.1 Bestaat er een verband tussen attitudes en gedrag?..............................................................................................37
4.1.1 Historisch......................................................................................................................................................37
4.2 Wanneer bestaat er een relatie tussen attitudes en gedrag?..................................................................................38
4.2.1 Introductie: moderator vs mediator effecten.................................................................................................38
4.2.2 Verschillende soorten moderator-effecten (4)...............................................................................................39
4.2.3 Hoe ontstaat de link tussen attitudes en gedrag?...........................................................................................40
2
, 4.2.4 Andere modellen:..........................................................................................................................................41
4.2.4.1 Attitude-to-behaviour process model (Fazio).........................................................................................41
4.2.4.2 MODE model (motivation, opportunity, determinants)..........................................................................41
4.3 Tot slot….............................................................................................................................................................42
H4: Link Gedrag – Attitudes............................................................................................................................44
5.1 Cognitieve dissonantie: Festinger (1957).............................................................................................................44
5.1.1 Strategieën om cognitieve dissonantie te verminderen.................................................................................44
5.1.2 Studies: Basisfenomeen: cognitieve dissonantie:..........................................................................................44
5.2 Andere gedrag attitude-effecten..........................................................................................................................45
H5: Elaboration Likelihood Model (ELM)......................................................................................................46
6.1 Introductie: verwerking van een boodschap:.......................................................................................................46
6.2 Elaboration Likelihood Model (ELM): twee routes van overtuiging:..................................................................46
6.2.1 Centrale route (~ systeem 2).........................................................................................................................47
6.2.2 Perifere route (~ systeem 1)..........................................................................................................................48
6.2.3 Grafisch ELM...............................................................................................................................................49
6.2.4 Komt elaboratie alleen voor bij de centrale route?........................................................................................49
6.3 Samenvatting.......................................................................................................................................................50
6.4 Variabelen............................................................................................................................................................51
6.4.1 Empirische evidentie....................................................................................................................................51
6.4.2 Het onderzoek...............................................................................................................................................51
6.4.3 Verschillende variabelen...............................................................................................................................51
6.5 Studies................................................................................................................................................................. 54
6.5.1 Studie: Petty & Cacioppo (1979): ‘university-wide examen’.......................................................................54
6.5.2 Studie: Petty & Cacioppo (1979): university-wide examens PART 2...........................................................55
6.5.3 Studie 1: Cacioppo & Petty (1982): Behoefte aan Cognitie..........................................................................57
6.5.4 Studie 2: Cacioppo, Petty & Morris (1983): Rise in Tuition Fees.................................................................57
6.5.5 Studie 3: Haugtvedt & Petty (1992): Langetermijn Effecten van NFC.........................................................57
6.5.6 Studie 4: Tormala & Petty (2002): Onderzoek naar de Behoefte aan Cognitie.............................................58
6.5.7 Studie: Petty, Wells & Brock (1976): reducing the tuition fee......................................................................59
6.5.8 Gezamenlijk effect van variabelen................................................................................................................59
6.5.9 Studie: Petty, Cacioppo & Heesacker (1981)................................................................................................60
6.6 Vertrouwen in eigen gedachten............................................................................................................................61
6.6.1 Voorbeeld: studie hoofdbewegingen (Brinol & Petty)..................................................................................61
6.6.1.1 Voorbeeld: studie hoofdbewegingen deel 2............................................................................................62
6.7 Perifere cue effecten............................................................................................................................................62
6.7.1 Voorbeeld 1: bronexpertise...........................................................................................................................62
6.7.2 Voorbeeld 2:..................................................................................................................................................62
6.8 Meervoudige rollen van variabelen in ELM........................................................................................................64
6.8.1 Belangrijke kernprincipes:............................................................................................................................64
3
, H6: Narratieve overtuiging...............................................................................................................................67
7.1 Introductie...........................................................................................................................................................67
7.2 Transportatie theorie:...........................................................................................................................................68
7.2.1 Wat houdt de transportatie theorie in?...........................................................................................................68
7.2.2 Convergent vs Divergent..............................................................................................................................68
7.2.3 Gevolg van transportatie...............................................................................................................................69
7.2.4 Historische rol...............................................................................................................................................69
7.2.5 Samenvatting transportatie theorie................................................................................................................69
7.3 Vergelijking ELM vs narratieven.........................................................................................................................70
7.4 Persoonlijkheid: Transporteerbaarheid.................................................................................................................71
7.5 Empirisch onderzoek...........................................................................................................................................71
7.5.1 Variaties van dit basis-experiment:...............................................................................................................72
7.5.1.1.Kwaliteit van het verhaal.......................................................................................................................72
7.5.1.2 Rol van spanning:..................................................................................................................................73
7.5.1.3 Feit vs fictie..........................................................................................................................................73
7.5.1.4 Persoonlijke relevantie en argumentatiekracht.......................................................................................73
7.5.1.5 Argumentsterkte & volgorde..................................................................................................................74
7.5.1.6 Individuele verschillen...........................................................................................................................74
7.5.1.7 Sociaal leren (Bandura): Modeling........................................................................................................74
7.6 Hoe volhardend zijn die attitudes die aan narratieve overtuiging ervaart?:..........................................................74
7.6.1 Need for entertainment.................................................................................................................................74
7.6.2 Interactieve verhalen.....................................................................................................................................75
7.6.3 Text hegemony hypothesis............................................................................................................................75
7.7 Toepassing: advanced effects of bodily posture/behaviour on attitudes...............................................................75
7.7.1 Introductie.....................................................................................................................................................75
7.7.2 Zelf-validatie proces.....................................................................................................................................76
H7: Interpersoonlijke beïnvloeding..................................................................................................................77
8.1 Introductie:..........................................................................................................................................................77
8.2 Technieken van overtuiging.................................................................................................................................77
8.2.1 Reciprocity (wederkerigheid).......................................................................................................................78
8.2.1.1 Studie: James & Bolstein (1992):...........................................................................................................78
8.2.1.2 Studie: Schumann, von Wangenheim & Groene (2014).........................................................................79
8.2.2 Authority (autoriteit & expertise)..................................................................................................................79
8.2.2.1 Specifiek vs algemeen:..........................................................................................................................79
8.2.3 Social proof..................................................................................................................................................80
8.2.3.1 Studie: Stok en collega’s (2013):...........................................................................................................80
8.2.3.2 Studie: Alcott (2011):.............................................................................................................................81
8.2.4 Commitment & Consistency.........................................................................................................................81
8.2.4.1 Verschillende technieken........................................................................................................................81
4
