Theories of Persuasion
PSYC 2016: COMMUNICATION PSYCHOLOGY
SEMESTER 2 2011 – 2012
Tutor: Mr. Carl King
Group Assignment 1
Carl-Anne Bradshaw - #409000685
Lianne Deukett - #408000368
Kavita Singh - #408003485
Introduction
Many times we listen to speeches or appeals that play on our emotions or cause us to deeply reflect and analyze ourselves, our beliefs and what we perceive as either right or wrong. This is the power behind persuasive speech. According to the University of Pittsburg, Persuasive speech is the most commonly used type of speech. The speaker should be able to connect with his/her audience. Therefore, the speaker should be aware of what the audience likes or prefers.
The following paper seeks to explore some of the main theories surrounding persuasion. The three that will be discussed are Cognitive Dissonance, the Elaboration Likelihood Model and the Psychological Motivational Theory with special attention to Abraham Maslow’s hierarchy of needs. These theories when explained in full will discuss the process behind persuasive writing or speech. These theories will be illustrated in the form of a political speech given by the fictional party the People’s Empowerment Party. This speech should help to simplify the main concepts of the theories and fully explore the possibilities behind persuasive speech. The theories are then linked to various topics present in the speech so as to give you, the reader, a clearer picture with examples of how these theories are put into play in everyday dialogue.
ELABORATION LIKELIHOOD MODEL
There are two ways we make decisions and hence get persuaded. * When we are motivated and able to pay attention, we take a logical, conscious thinking, CENTRAL ROUTE to decision making. This can lead to permanent change in our attitude as we adopt and elaborate upon the speaker’s arguments. * In other cases, we take the PERIPHERAL ROUTE. Here we do not pay attention to persuasive arguments but are swayed instead by surface
SEMESTER 2 2011 – 2012
Tutor: Mr. Carl King
Group Assignment 1
Carl-Anne Bradshaw - #409000685
Lianne Deukett - #408000368
Kavita Singh - #408003485
Introduction
Many times we listen to speeches or appeals that play on our emotions or cause us to deeply reflect and analyze ourselves, our beliefs and what we perceive as either right or wrong. This is the power behind persuasive speech. According to the University of Pittsburg, Persuasive speech is the most commonly used type of speech. The speaker should be able to connect with his/her audience. Therefore, the speaker should be aware of what the audience likes or prefers.
The following paper seeks to explore some of the main theories surrounding persuasion. The three that will be discussed are Cognitive Dissonance, the Elaboration Likelihood Model and the Psychological Motivational Theory with special attention to Abraham Maslow’s hierarchy of needs. These theories when explained in full will discuss the process behind persuasive writing or speech. These theories will be illustrated in the form of a political speech given by the fictional party the People’s Empowerment Party. This speech should help to simplify the main concepts of the theories and fully explore the possibilities behind persuasive speech. The theories are then linked to various topics present in the speech so as to give you, the reader, a clearer picture with examples of how these theories are put into play in everyday dialogue.
ELABORATION LIKELIHOOD MODEL
There are two ways we make decisions and hence get persuaded. * When we are motivated and able to pay attention, we take a logical, conscious thinking, CENTRAL ROUTE to decision making. This can lead to permanent change in our attitude as we adopt and elaborate upon the speaker’s arguments. * In other cases, we take the PERIPHERAL ROUTE. Here we do not pay attention to persuasive arguments but are swayed instead by surface
Bibliography: Hergenhahn, B.R., Olsen, M.H. (2007). An Introduction to Theories of Personality: seventh ed. Pearson Prentice Hall, New Jersey Speaking in the Disciplines. (2007) University of Pittsburg. Web retrieved: 04/03/2012 from http://www.speaking.pitt.edu/student/public-speaking/persuasive.html Cognitive Dissonance: General Experimental Psychology Cognitive Dissonance Lab. Web retrieved 16/02/2012 from http://www.ithaca.edu/faculty/stephens/cdback.html Gawronski, B., & Strack, F. (January 2012). Cognitive Consistency: A Fundamental Principle in Social Cognition. New York: The Guildford Press.