PERSUASIVE
McGuire’s Persuasive Effects
1. exposure to the message - > ending with consolidation of behavior
McGuire’s Matrix
-> a conceptual framework within which emerging knowledge of the
communication process can be organised
● Input factors -> can interact with dependent variable sin the research or
limit the effects
Hoogerbrugge study -> on the extent to which advertisers set formal and
quantitative targets
- Only 10% of the case targets are explicitly formulated
- Franzen : attention is the process by which the unconscious processing of
stimuli from our environment is interrupted
1. Primary attention -> minimal cognitive activity during which the
receiver decides to continue or terminate the established contact
with the stimulus (scanning)
2. Secondary attention -> The process of sense perception of the
advertising execution with certain direction at duration that is
consciously chosen by the receiver
- Interest -> Arousal based on the product advertised or the evaluative
response to a particular exposure occasion measured immediately after
exposure to the communication
- Comprehension -> The extend to which knowledge and meaning are
activated or developed within the receiver by the message
● Here attention is focused on the content of the stimuli
- Elaboration -> The extend to which an individual carefully analyses the
issue-relevant arguments in the persuasive communication
● Cognitive processing
, - Behavioural intention -> The verbally expressed intent to undertake a
specified course of conduct
THE 3 AGREEMENTS
1. Evaluation cis a central aspect of attitudes
2. Attitudes are presented in memory
3. Effective, cognitive, and behavioural components can be distinguished in
both antecedents and consequences of attitudes
HOW TO eliminate conflict between position taken and existing attitudes
1. The existing attitude can be adjusted to the newly acquired knowledge
2. Individuals can resist the new info by simply not believing it - here no
attitude is changing
1. Micro Lecture
Recognize > Recall
Harold Lasswell -> “Who says what in which channel to whom, with what effect?”
FOR FRIDAY WEEK1
~ CHAPTER 1 FROM TEXTBOOK
Gibson experiment -> camera on hi head - he could not eve recall half of the as
(130 ads in 45 min)
McQuire in response to Hovland
- Identifies 2 more steps in persuasion (inoculation theory)
1. Presentation
2. Attention
3. Comprehension
4. Yielding
5. Retention
6. Behaviour
Greenwald in response to McQuire (cognitive response theory)
McGuire’s Persuasive Effects
1. exposure to the message - > ending with consolidation of behavior
McGuire’s Matrix
-> a conceptual framework within which emerging knowledge of the
communication process can be organised
● Input factors -> can interact with dependent variable sin the research or
limit the effects
Hoogerbrugge study -> on the extent to which advertisers set formal and
quantitative targets
- Only 10% of the case targets are explicitly formulated
- Franzen : attention is the process by which the unconscious processing of
stimuli from our environment is interrupted
1. Primary attention -> minimal cognitive activity during which the
receiver decides to continue or terminate the established contact
with the stimulus (scanning)
2. Secondary attention -> The process of sense perception of the
advertising execution with certain direction at duration that is
consciously chosen by the receiver
- Interest -> Arousal based on the product advertised or the evaluative
response to a particular exposure occasion measured immediately after
exposure to the communication
- Comprehension -> The extend to which knowledge and meaning are
activated or developed within the receiver by the message
● Here attention is focused on the content of the stimuli
- Elaboration -> The extend to which an individual carefully analyses the
issue-relevant arguments in the persuasive communication
● Cognitive processing
, - Behavioural intention -> The verbally expressed intent to undertake a
specified course of conduct
THE 3 AGREEMENTS
1. Evaluation cis a central aspect of attitudes
2. Attitudes are presented in memory
3. Effective, cognitive, and behavioural components can be distinguished in
both antecedents and consequences of attitudes
HOW TO eliminate conflict between position taken and existing attitudes
1. The existing attitude can be adjusted to the newly acquired knowledge
2. Individuals can resist the new info by simply not believing it - here no
attitude is changing
1. Micro Lecture
Recognize > Recall
Harold Lasswell -> “Who says what in which channel to whom, with what effect?”
FOR FRIDAY WEEK1
~ CHAPTER 1 FROM TEXTBOOK
Gibson experiment -> camera on hi head - he could not eve recall half of the as
(130 ads in 45 min)
McQuire in response to Hovland
- Identifies 2 more steps in persuasion (inoculation theory)
1. Presentation
2. Attention
3. Comprehension
4. Yielding
5. Retention
6. Behaviour
Greenwald in response to McQuire (cognitive response theory)
