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Main topic

2 Routes to Persuasion. Central and Peripheral route.

Elaboration theory is the key word in this theory, it refers to concentrated thinking. Assumes people want to hold correct attitudes.

Elaboration Likelihood Theory

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.

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

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.

Classical conditioning and Skinnerian behaviourism

Learning theories

Balance theory, this theory was relatively simple, involving two persons and a single topic only.

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.

Consistency theories

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

ego involvement, is an attitude about what recipients feel strongly of, which incorporates part of themselves

anchor points, are internal reference points, one makes decisions based on their anchors

Social judgement 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.

Attitude- change theory