Theories of Persuasion, Llelethu ncokwana, Noloyiso Chiya, Zintle Landu, Funeka Soga and Olwethu Mncono.
Attitude- change theory
This theory was developed during the mid 1950s by the Yale Communication and Attitude Change program, headed by psychologist Carl Hovland. Attitude Change theory revolves around the theory that the behaviour of potential persuades is contained or controlled by the attitude that such recipients have towards various aspects. attitude change depended on the persuade viewing it as potential rewarding and that he/she must find the change environment or circumstances favourable.
Social judgement Theory
anchor points, are internal reference points, one makes decisions based on their anchors
ego involvement, is an attitude about what recipients feel strongly of, which incorporates part of themselves
this theory explains persuasion as the result of individuals comparing persuasive messages, with their internal reference points and perception, these perception are strengthen by social affiliation or ego involvement
Consistency theories
These theories rest on the assumption that human beings do not inconsistencies. Consistency theories predict that behaviour will change as a result of inconsistencies perceived by the recipient.
Balance theory, this theory was relatively simple, involving two persons and a single topic only.
Learning theories
Classical conditioning and Skinnerian behaviourism
With classical conditioning, the process of persuasion often involves influencing a person to respond to one object or word in the same negative or positive way in which he or she typically responds to another object or word.
Skinnerian behaviourism revolves around the prediction that behavioural change is a response to one's environment. in other words, behaviour relates to external rather internal (mental) factors. Again the recipient is seen as little more than a robot responding to external stimuli. Given the proper administration of positive or negative reinforcers, patterns of behaviour can be established or learned
Social learning theory, views human beings as active participants in the process of persuasion. This theory then suggests that there is a continuous interaction between a person's internal state and the social reinforcements that follow from the person's behaviour with others.
Elaboration Likelihood Theory
Elaboration theory is the key word in this theory, it refers to concentrated thinking. Assumes people want to hold correct attitudes.
2 Routes to Persuasion. Central and Peripheral route.
