Persuasieve Communicatie | Notities | KU Leuven | 2025/26

PERSUASIEVE COMMUNICATIE
INHOUD

Structuur & praktische afspraken ................................................................................................................................ 10
cursusmateriaal ..................................................................................................................................................... 10
Leerstof ................................................................................................................................................................. 10
examen .................................................................................................................................................................. 10
hoofdstukken: lessen - ritme = 1 hoofdstuk per week, ongeveer ................................................................................ 10
Link met medialab 3 ............................................................................................................................................... 10
Structuur cursus - schema ...................................................................................................................................... 10
Take-home-messages ............................................................................................................................................ 12
Hoofdstuk 1 ............................................................................................................................................................... 13
Les 1: inleiding ........................................................................................................................................................... 13
The persuasion ....................................................................................................................................................... 13
Wat is persuasieve communicatie? ......................................................................................................................... 13
voorbeelden ....................................................................................................................................................... 13
Persuasieve communicatie ..................................................................................................................................... 13
Persuasion ≠ argumentation ................................................................................................................................... 13
Attitude & gedragsverandering ................................................................................................................................ 14
Metafoor olifant ............................................................................................................................................... 14
ons denken: system 1 → system 2 ....................................................................................................................... 14
Persuasieve communicatie = systeem 1 of 2 (of iets ertussen), “maal 2” ................................................................... 15
Stap 1: verwerking van de boodschap ................................................................................................................... 15
Stap 2: effect van de al dan niet bewust verwerkte boodschap(pen) op gedrag........................................................ 15
Les 2: Hoofdstuk 1 – Inleiding ..................................................................................................................................... 16
Persuasion ............................................................................................................................................................. 16
Welke boodschappen horen bij persuasieve communicatie? .................................................................................... 16
In deze cursus… ..................................................................................................................................................... 16
Ander aanpak is mogelijk ........................................................................................................................................ 17
5 characteristics of paradigm cases ..................................................................................................................... 17
Massive daily exposure to persuasion ...................................................................................................................... 17
Schattingen over dagelijkse blootstelling zijn uiterst onbetrouwbaar. We weten alleen dat het héél veel is: .............. 17
Digimeter ........................................................................................................................................................... 17
Case ongezonde voeding ........................................................................................................................................ 18
Analyse: Unhealthy food availability, prominence and promotion… ....................................................................... 18
Inleiding in experimentele (sociale) psychologie ....................................................................................................... 18
Automatische vs. opzettelijke (“deliberatieve”) processen .................................................................................... 18
Persuasieve processen: latent vs. observeerbaar? ................................................................................................ 19
Bargh: the unconscious mind (full text on Toledo) ................................................................................................. 21
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, Schematische voorstelling .................................................................................................................................. 22
Les 3: ........................................................................................................................................................................ 23
Leerprocessen, parallellen met persuasieve communicatie...................................................................................... 23
Fundamentele leerprocessen .............................................................................................................................. 23
Experimentele methode ..................................................................................................................................... 24
les 4: Hoofdstuk 2: Attitudes ....................................................................................................................................... 26
Overzicht ............................................................................................................................................................... 26
Definitie ................................................................................................................................................................. 26
Attitudemetingen.................................................................................................................................................... 27
Bronnen voor attitudemetingen............................................................................................................................ 27
Expliciet vs Impliciet ........................................................................................................................................... 28
1-item meting ..................................................................................................................................................... 28
Les 5 ......................................................................................................................................................................... 29
Attitude .................................................................................................................................................................. 29
attitudemetingen .................................................................................................................................................... 29
Multiple item schalen .......................................................................................................................................... 29
NIET IN HB: (extra) semi-directe attitudemetingen .................................................................................................... 30
indirecte attitude metingen ..................................................................................................................................... 31
Indirecte metingne gebaseerd op gedrag .............................................................................................................. 31
Indirecte attitude meting gebaseerd op oordelen .................................................................................................. 32
Indirecte attitude metingen gebaseerd op fysiologische reacties ........................................................................... 34
Les 5 ......................................................................................................................................................................... 35
Attitudes – attitudeverandering ............................................................................................................................... 35
Artikel: attitude formation and change procedure ................................................................................................. 35
Social judgement theory ...................................................................................................................................... 36
Les 6: Hoofdstuk 3: link attitudes en gedrag ................................................................................................................. 37
attitude - behaviour gap .......................................................................................................................................... 37
overzicht ................................................................................................................................................................ 37
1. Is er een attitude-to-behaviour ....................................................................................................................... 37
LaPierre, 1934 “Is er een attitude-to-behavior relatie?” ......................................................................................... 37
Corey (1937) ....................................................................................................................................................... 38
2. Wanneer bestaat de relatie? .......................................................................................................................... 39
Moderatoreffecten in vier types ............................................................................................................................ 39
Groepen van moderatoren: ..................................................................................................................................... 40
2.1 Kenmerken van het gedrag (1) ........................................................................................................................ 40
2.2 Kenmerken van het persoon (2) ...................................................................................................................... 41
2.3 Kenmerken van de situatie (3)......................................................................................................................... 41
2.4 Kenmerken van de attitude (4) ........................................................................................................................ 42
2.4 Attitude toegankelijkheid ............................................................................................................................... 42

2

,Les 7 ......................................................................................................................................................................... 43
Overzicht ............................................................................................................................................................... 43
3. HOE? ............................................................................................................................................................ 43
2 mechanismen .................................................................................................................................................. 43
theory of reasoned action (TRA) = systeem 2 ............................................................................................................ 43
3.1 (extra) Theory of planned behavior (TPB) ..................................................................................................... 45
Spontaneous (re)action” = systeem 1 kader ............................................................................................................. 46
3.3 attitude-to-behavior model ............................................................................................................................ 46
3.3 Fazio’s attitude-to-behavior process model (1986) .......................................................................................... 46
3.4 Mode model: geïntergeerde theorie ............................................................................................................ 47
Tot slot… ................................................................................................................................................................ 48
hoofdstuk 4: link gedrag – attitudes ............................................................................................................................. 49
COGNITIEVE DISSONATIE: FESTINGER (1957) .......................................................................................................... 49
Cognitieve dissonantie ........................................................................................................................................... 49
Basisfenomeen: cognitieve dissonantie (studies) .................................................................................................. 49
Les 8 ......................................................................................................................................................................... 50
Ander gedrag → attitude effecten ....................................................................................................................... 50
Hoofdstuk 5: twee routes van overtuiging .................................................................................................................... 51
the elaboration likelihood model ............................................................................................................................. 51
Verwerking van een boodschap ............................................................................................................................... 51
ELM: elaboration likelihood model ........................................................................................................................... 52
1. Persuasieve boodschap komt binnen bij individuele persoon ..................................................................... 52
2. het model: Centrale route = systeem 2 ...................................................................................................... 53
3. het model: Perifere route = systeem 1 ....................................................................................................... 53
EMPIRISCHE EVIDENTIE: VARIABELEN .................................................................................................................... 54
SITUATIONELE IMACT OP MOTIVATIE (persoonlijke relevantie) .................................................................................. 54
1. Personal relevance / persoonlijke relevantie ............................................................................................... 54
Typische ELM effecten (persoonlijke relevantie) .................................................................................................... 55
Les 9 ......................................................................................................................................................................... 56
Individuele verschillen in motivatie (NFC) ................................................................................................................ 56
2. Need for cognition ..................................................................................................................................... 56
Individuele verschillen in motivatie (NFC) – studie................................................................................................. 56
Individuele verschillen in motivatie (NFC): resultaten ............................................................................................ 57
Individuele verschillen in motivatie (NFC): gevolgen van de 2 routes ...................................................................... 57
Individuele verschillen in motivatie (NFC): resultaten ............................................................................................ 57
Metacognitie: Tormala & Petty (2002): .................................................................................................................. 58
Capacity/ability effecten ......................................................................................................................................... 58
3. External distraction ................................................................................................................................... 58
4. Forewarning of intent ................................................................................................................................. 59

3

, Gezamelijke effecten van variabelen ....................................................................................................................... 59
Vertrouwen in de eigen cognities ............................................................................................................................. 60
hoofdbewegingen ............................................................................................................................................... 60
Studie: Brinol & Petty (2003): influence of head movement on metacognition ......................................................... 60
PERIFERE CUE EFFECTEN ....................................................................................................................................... 61
Petty, Cacioppo & Goldman (1981): University Wide Exam .................................................................................... 61
Petty & Cacioppo: soortgelijk onderzoeksdesign maar met aantal argumenten ipv bronexpertise als een OV .......... 62
Meervoudige rollen van variabelen in ELM ................................................................................................................ 62
Belangrijke afsluitende opmerkingen ....................................................................................................................... 62
Hoofdstuk 6: narratieve overtuiging – aka ‘storytelling’ ................................................................................................. 63
inleiding ................................................................................................................................................................. 63
storytelling ......................................................................................................................................................... 63
Transporatie theorie- “transporation” theory ............................................................................................................ 64
bijvoorbeeld – halloween ..................................................................................................................................... 64
inleiding ................................................................................................................................................................. 64
Voorbeelden ....................................................................................................................................................... 65
Verhalen bestaan dus in verschillende vormen: .................................................................................................... 65
PERSUASIEVE KRACHT VAN EEN NARRATIEF ........................................................................................................... 65
Transportatietheorie ............................................................................................................................................... 66
Harry potter: ....................................................................................................................................................... 66
transportatie theorie ........................................................................................................................................... 67
opmerking .......................................................................................................................................................... 67
Transportatie theorie .............................................................................................................................................. 68
schema.................................................................................................................................................................. 69
Persoonlijkheid: transporteerbaarheid ................................................................................................................. 69
= 3 grote manieren waarop mensen beïnvloedt kunnen worden ............................................................................ 69
Les 10 ....................................................................................................................................................................... 69
Transportatie theorie: Empirische evidentie ............................................................................................................. 69
Persoonlijkheid: transporteerbaarheid ................................................................................................................. 69
Empirische evidentie .............................................................................................................................................. 70
Gewerkt met gestandaardiseerde attitudes om te vergelijken tussen verschillende attitudeobjecten ....................... 70
Psychologische processen .................................................................................................................................. 71
Variaties die de inbeeldingen beïnvloeden: Kwaliteit van het verhaal ...................................................................... 71
Rol van spanning: ............................................................................................................................................... 72
Novelles en andere low-brow verhalen ................................................................................................................. 72
Feit of fictie ............................................................................................................................................................ 72
Maakt het uit of verhalen feit of fictie zijn? ............................................................................................................ 72
Empirie:.............................................................................................................................................................. 72
Persoonlijke relevantie en argumentatiekracht ..................................................................................................... 73

4

, Argumentsterkte & volgorde: ............................................................................................................................... 73
Individuele verschillen......................................................................................................................................... 73
Sociaal leren (Bandura): modeling ....................................................................................................................... 73
Persistentie van attitudeveranderingen .................................................................................................................... 74
Verhalen kunnen leiden tot meer duurzame attitudeverandering: .......................................................................... 74
Need for (leisurely) entertainment: ....................................................................................................................... 74
Interactieve verhalen ........................................................................................................................................... 74
Text hegemony hypothesis: ................................................................................................................................. 75
Epiloog: Kurt Vonneguy ........................................................................................................................................... 75
Wat is een narratief is? ........................................................................................................................................ 75
(additional; see separate text on Toledo)Advanced effects of bodily posture/behavior on attitudes ............................. 76
overzicht ................................................................................................................................................................ 76
elm ........................................................................................................................................................................ 76
Studie: Briñol et al. (2009) ....................................................................................................................................... 76
Brinol et al. (2009) - 1........................................................................................................................................... 77
Brinol et al. (2009) - 3........................................................................................................................................... 78
Briñol et al. (2009) ............................................................................................................................................... 79
Briñol et al. (2009) ............................................................................................................................................... 79
Results: attitude ................................................................................................................................................. 80
Les 11 ....................................................................................................................................................................... 81
hoofdstuk 7: Interpersoonlijke beïnvloeding – Robert caildini ........................................................................................ 81
6 principes van overtuiging ...................................................................................................................................... 81
INTRODUCTIE ........................................................................................................................................................ 81
Robert Cialdini .................................................................................................................................................... 81
Effecten in dit hoofdstuk gaan over technieken die de kans vergroten op instemmen met een verzoek ..................... 82
opdracht ............................................................................................................................................................ 82
RECIPROCITY (1) .................................................................................................................................................... 83
Cialdini et al. (1992): ........................................................................................................................................... 83
James & Bolstein: mensen overtuigen om deel te nemen aan hun onderzoek ......................................................... 83
Studie: Schumann, von Wangenheim & Groene (2014): ......................................................................................... 83
Studie: Cialdini & Ascani (1976) - ......................................................................................................................... 84
AUTHORITY & EXPERTISE (2) ................................................................................................................................... 84
Studie: Milgram (1963) ........................................................................................................................................ 84
Studie: Bickman (1974) ....................................................................................................................................... 84
SOCIAL PROOF (3) .................................................................................................................................................. 85
Stok, De ridder, De Vet & De Wit (2013):................................................................................................................ 85
Alcott (2011) ....................................................................................................................................................... 85
COMMITMENT & CONSISTENCY (4) ......................................................................................................................... 86
Persuasieve technieken ...................................................................................................................................... 86

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,les 12 ........................................................................................................................................................................ 87
liking ...................................................................................................................................................................... 87
scarcity/schaarste .................................................................................................................................................. 88
Ongeacht de inherente kwaliteit geeft schaarste toegevoegde waarde ................................................................... 88
Ook informatieschaarste kan iemands perceptie veranderen over de waarde die wordt gehecht aan de informatie
(metaniveau) ...................................................................................................................................................... 88
Voorbeeld examenvragen ....................................................................................................................................... 89
welke psychologische principe kan het best verklaren waarom mensen deelnemen aan initiatieven? ...................... 89
Welk psychologisch principe kan het best verklaren waarom dit soort boodschappen persuasief zijn (badge van
fitnessapp)? ....................................................................................................................................................... 89
op welk psychologisch principe is het principe van de bait en switch techniek gebaseerd ....................................... 89
pre-suasion ............................................................................................................................................................ 89
ankering ............................................................................................................................................................. 89
Belang van enkele elementen voor de persuasieve boodschap: ............................................................................. 90
ethiek – 6 unethical Psychological tricks that should be illegal .................................................................................. 90
weerstand bieden ................................................................................................................................................... 90
Hoofdstuk 8: Small group persuasion – groepsbeïnvloeding ......................................................................................... 91
Overview ................................................................................................................................................................ 91
inleiding ................................................................................................................................................................. 91
Een "groep" verwijst naar de sociaal-psychologische interpretatie van dat concept ................................................ 91
Minimal group paradigm ...................................................................................................................................... 92
De in-group vs. out-group bias ............................................................................................................................. 92
informational vs normative social influence ............................................................................................................. 92
informational social influence ............................................................................................................................. 92
normative social influence .................................................................................................................................. 93
Les 13 ....................................................................................................................................................................... 94
overview ................................................................................................................................................................ 94
van meerderheid naar minderheidseffecten ............................................................................................................. 95
Bv. Suffragettes, 1920 ......................................................................................................................................... 96
Minority influence ............................................................................................................................................... 96
minderheidseffecten ........................................................................................................................................... 96
minderheidseffecten: studies .............................................................................................................................. 97
De “groei” van de minderheid .............................................................................................................................. 98
effects on group decisions ...................................................................................................................................... 98
meerderheidseffecten: Groupthink/groepdenken ..................................................................................................... 98
Decisions within a group: Majority effects ................................................................................................................ 98
Groupthink ......................................................................................................................................................... 98
Research about groupthink .................................................................................................................................. 99
Onderzoek naar groupthink ............................................................................................................................... 100
minderheidseffecten ............................................................................................................................................ 100
6

, Nemeth et al. (2001): verzekeringscompensatie (vervolg) .................................................................................... 101
polarisatie ............................................................................................................................................................ 101
Autokinerisch effect .......................................................................................................................................... 101
polarisatie ........................................................................................................................................................ 102
Persuasieve argumenten theorie ........................................................................................................................ 102
Social tipping points .......................................................................................................................................... 102
les 14 ...................................................................................................................................................................... 103
H9: gezondheidscommunicatie + nudging ................................................................................................................. 103
inleiding ............................................................................................................................................................... 103
introductie ........................................................................................................................................................... 103
Belang van overtuigende boodschappen, maar enkele moeilijkheden: ............................................................... 103
theoretische modellen .......................................................................................................................................... 104
Psychological models: TRA/Tpb (Ajzen & fishbein)............................................................................................... 105
Vb: studie van Booth et al. (2012) omtrent het laten testen naar Chlamydia ............................................. 105
Resultaten ........................................................................................................................................................ 106
health belief model (Rosenstock) ....................................................................................................................... 106
protection motivation theory (rogers, 1983) ........................................................................................................ 108
stages of change (prochaska) (Transtheoretical Model) ....................................................................................... 109
marketing models: censydiam (callebaut et al.: also Geeroms)(Consumer & Society Dynamics) ........................... 110
com-b model .................................................................................................................................................... 111
extended paralell process model (witte, 1992) .................................................................................................... 112
elaboration likelihood model (ELM) .................................................................................................................... 113
common sense model (CSM) ............................................................................................................................. 114
fear appeals ......................................................................................................................................................... 116
heuristieken ......................................................................................................................................................... 116
Symmetrieheuristiek: ........................................................................................................................................ 116
Stress-Ilness heuristiek: .................................................................................................................................... 117
Sociale omgeving heuristiek .............................................................................................................................. 117
Prevalentie heuristiek: ....................................................................................................................................... 117
campagnes voor volksgezondheid ......................................................................................................................... 118
Diverse Doelen: ................................................................................................................................................ 118
Stanford Cardiovascular Disease Prevention Programs: ...................................................................................... 118
The Hutchinson Smoking Prevention Project: ...................................................................................................... 118
Enkele nadelen van dat soort studies: ................................................................................................................ 119
Les 15: nudging – AKA behavioral economics (or lowkey persuasion) .......................................................................... 119
achtergrond ......................................................................................................................................................... 119
Richard Thaler: de homo economicus bestaat niet. ........................................................................................... 119
Daniel Kahneman: ............................................................................................................................................ 119
The elephant metaphor ..................................................................................................................................... 120

7

, Achtergrond: basisidee ..................................................................................................................................... 120
nudging: omschrijving ........................................................................................................................................... 120
en nudge vindt plaats op het moment dat mensen een bepaald gedrag stellen ..................................................... 120
Voorbeelden uit de opdracht ............................................................................................................................. 121
Enkele problemen waardoor mensen niet altijd goede keuzes maken: ..................................................................... 121
nudging in tijden van corona .................................................................................................................................. 122
nudging vs traditionele interventies ....................................................................................................................... 122
Onderzoek (Herbez) .......................................................................................................................................... 122
Onderzoek (Hagmann) ...................................................................................................................................... 123
categorisaties ...................................................................................................................................................... 123
MINDSPACE MODEL: ...................................................................................................................................... 123
korte termijn vs lange termijn ................................................................................................................................ 125
ethiek .................................................................................................................................................................. 125
Conclusie nudging ................................................................................................................................................ 126
H10: politieke communicatie .................................................................................................................................... 127
Overzicht ............................................................................................................................................................. 127
inleiding ............................................................................................................................................................... 127
historisch overzicht ........................................................................................................................................... 127
visuele media ................................................................................................................................................... 128
visuele en sociale media ................................................................................................................................... 128
Belang van herkenbare elementen (distincitve cues) cf. Byron Sharp ................................................................... 129
sociale media – kritiek - overgeslagen dia .......................................................................................................... 129
mediaeffecten ...................................................................................................................................................... 130
agenda setting .................................................................................................................................................. 130
priming ............................................................................................................................................................. 131
framing ............................................................................................................................................................. 131
hostile media effects ......................................................................................................................................... 132
Les 16 ..................................................................................................................................................................... 132
kenmerken ontvanger ........................................................................................................................................... 132
selective exposure ............................................................................................................................................ 133
kenmerken bron ................................................................................................................................................... 134
mobilisatie ........................................................................................................................................................... 134
Hoofdstuk 11: advertising & marketing ...................................................................................................................... 135
introductie ........................................................................................................................................................... 135
overzicht .............................................................................................................................................................. 136
categorisatie ........................................................................................................................................................ 136
1.Verschillende soorten attitude functies ........................................................................................................... 136
2.De focus van de advertentie ............................................................................................................................ 137
Kennis / promotie ................................................................................................................................................. 137

8

, Open advertenties ................................................................................................................................................ 138
Karders (1988): 44 product claims ...................................................................................................................... 138
Vergelijkende advertenties ................................................................................................................................ 138
Kennis / preventie ................................................................................................................................................. 139
waarde uitdrukking / promotie ............................................................................................................................... 139
Waarde uitdrukking: .......................................................................................................................................... 139
Celebrity advertising ......................................................................................................................................... 139
waarde uitdrukking / preventie .............................................................................................................................. 140
ego-verdediging .................................................................................................................................................... 140
aanpassing .......................................................................................................................................................... 141
subliminale advertenties....................................................................................................................................... 141
Grootste reclamebedrog; James Vicary .............................................................................................................. 141
Subliminale priming, Strahan e.a. (2002): ......................................................................................................... 141
Karremans et al. 2006 ....................................................................................................................................... 142
Naast visuele, ook auditieve priming mogelijk ................................................................................................... 142
Informatie examen ................................................................................................................................................... 143




9

, STRUCTUUR & PRAKTISCHE AFSPRAKEN

CURSUSMATERIAAL

- Lessen: slides, op toledo, na de les, opnames, per hoofdstuk, met test
- Teksten: Brock & Green persuasion: psychological insights and perspectives
o Oud boek; elk HS geschreven door absolute experts (zie toledo)
- Extra teksten op TOLEDO
- Kennisclips van HS1 en 2

LEERSTOF

= lessen + teksten (om lessen ‘echt’ te begrijpen)

EXAMEN

= meerkeuzevragen; kennis, inzicht en toepassing

➔ Examenvragen gericht op inzicht en toepassing van inzicht
➔ Goed weten waarom ze onderzoek doen en waar dit staat in de cursus
➔ Circulerende examenvragen goed weten
➔ Bij een boodschap welke theoretische bril? Welk effect zit hierin?

HOOFDSTUKKEN: LESSEN - RITME = 1 HOOFDSTUK PER WEEK, ONGEVEER

➔ 1 opdracht per hoofdstuk, voorbereidend

LINK MET MEDIALAB 3

- Extra teksten en tips over verschillende HS
- legantolijst

STRUCTUUR CURSUS - SCHEMA

Attitudeverandering → gedragsverandering

→louter focussen op attitudeverandering

➔ Kijken naar ontvanger en de effecten bij de ontvanger
➔ Eerst attitude
➔ Dan gedrag

Boodschap → onderscheid argument + cues

➔ Cues= verpakkingselementen vd boodschap, je brengt het op een bepaalde manier
o Bv. De verpakking van iets in de winkel
➔ Argument
➔ Narratief

Nudging

➔ Direct gedrag proberen veranderen zonder over de attitude te gaan

Sociale laag

➔ Gepercipieerde normen
➔ Kleine groepen
➔ Interpersoonlijk

Domeinen

➔ Marketing
➔ Gezondheid
➔ Politiek
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