Attitudes And Persuasion: Classic And

This classic text surveys a number of different theoretical approaches to the related phenomena of attitude and belief change. These theories are grouped into seven major approaches, each presented and evaluated in a separate chapter. Each contributes in an important way to a complete understanding of the persuasion process. Appropriate for both upper level undergraduates and graduates in the social sciences.

Richard E. Petty and John T. Cacioppo are professors of psychology at Ohio State University. Richard E. Petty and John T. Cacioppo are professors of psychology at Ohio State University.

Foreword

xiii

Preface

xv

Acknowledgments

xvii

Introduction to Attitudes and Persuasion

3

(36)

What is an Attitude?

6

(1)

Why Do People Have Attitudes?

7

(2)

How Are Attitudes Measured?

9

(13)

Direct Procedures

9

(7)

Indirect Procedures

16

(6)

Direct versus Indirect Assessment of Attitudes

22

(1)

Do Attitudes Predict Behaviors?

22

(7)

What Kinds of Attitudes Predict Behaviors?

23

(5)

What Other Variables Enhance Behavioral Prediction?

28

(1)

How Is Attitude Change Studied Experimentally?

29

(6)

Conceptual and Operational Levels of Research

30

(1)

The Validity of the Attitude Change Experiment

31

(3)

Evaluating a Theory

34

(1)

The Approaches to Persuasion

35

(1)

Retrospective

36

(3)

Conditioning and Modeling Approaches

39

(20)

Classical Conditioning

40

(7)

Classical Conditioning of Attitudes

40

(3)

Demand Characteristics and Contingency Awareness

43

(4)

Operant Conditioning

47

(4)

Operant Conditioning of Attitudes

47

(2)

Two-factor Theory of Verbal Conditioning

49

(2)

Observational Learning

51

(3)

Vicarious Classical Conditioning

54

(2)

Evaluation

56

(1)

Retrospective

56

(3)

The Message-learning Approach

59

(36)

Skills Learning as a Model for Persuasion

59

(1)

Determinants of Attitude Change in Persuasive Communications

60

(33)

Source Factors

61

(8)

Message Factors

69

(11)

Recipient Factors

80

(5)

Channel Factors

85

(2)

The Persistence of Attitude Change

87

(6)

Retrospective

93

(2)

Judgmental Approaches

95

(30)

Adaptation Level Approach

95

(4)

The Social Judgment---Involvement Approach

99

(11)

Communication Discrepancy

105

(2)

Ego Involvement

107

(2)

Evaluation of Social Judgment Theory

109

(1)

The Variable Perspective Approach

110

(12)

Indirect Influence

115

(2)

Unresolved Issues in Perspective Theory

117

(3)

Comparisons of Approaches: Perception versus Description

120

(2)

Retrospective

122

(3)

Motivational Approaches

125

(38)

Cognitive Elements and Systems

125

(1)

The Motive to Maintain Cognitive Consistency

126

(1)

Balance Theory

127

(6)

Terminology

127

(1)

Determining Imbalance in a Cognitive System

128

(1)

Consequences of Imbalance

128

(1)

Empirical Research

129

(4)

Congruity Theory

133

(4)

The Domain of Congruity Theory

134

(1)

Determining and Resolving Disequilibrium (Incongruity)

134

(1)

The Mathematics of Congruity Theory

135

(1)

Empirical Research

135

(2)

Cognitive Dissonance Theory

137

(15)

Effects of Cognitive Dissonance

138

(1)

Effect of Disconfirming an Important Belief

139

(1)

Dissonance and the Decision Process

140

(2)

Insufficient Justification

142

(3)

Necessary Conditions for Dissonance Arousal

145

(3)

Temporal Characteristics of Dissonance Reduction

148

(1)

The Nature of Cognitive Dissonance

148

(4)

Impression Management Theory

152

(3)

Psychological Reactance Theory

155

(5)

What Does It Take to Arouse Reactance?

156

(1)

Consequences of the Arousal of Reactance

157

(3)

Retrospective

160

(3)

Attributional Approaches

163

(20)

Self-perception Theory

165

(5)

The Foot-in-the-door Effect

167

(2)

Overjustification Effects

169

(1)

Effects of Internal Sensations on Self-perception and Attitudes: Dissonance versus Self-perception

170

(4)

Effects of Ambiguous Internal Cues on Attitudes

174

(3)

Emotional Plasticity

174

(1)

Effects of Bogus Physiological Feedback

175

(2)

Recipients' Attribution Regarding the Cause of a Communicator's Behavior

177

(3)

Retrospective

180

(3)

Combinatory Approaches

183

(30)

Probabilogical Approaches to Belief Change

184

(9)

The Theory of Reasoned Action

193

(11)

Attitude

194

(2)

Subjective Norm

196

(1)

Behavioral Intention

197

(1)

Behavior

198

(2)

Summary of the Theory

200

(1)

Changing Beliefs, Attitudes, Norms, Intentions, and Behaviors

200

(4)

Information Integration Theory (Cognitive Algebra)

204

(7)

Retrospective

211

(2)

Self-persuasion Approaches

213

(42)

The Role-playing Approach: Active Participation versus Passive Exposure

213

(7)

The Persistence of Attitude Changes Produced by Role Playing

216

(1)

Why Is Role Playing So Effective?

216

(3)

Can Dissonance Theory Account for Role-playing Effects?

219

(1)

Mere Thought as a Determinant of Attitude Polarization

220

(5)

Empirical Research on Mere Thought

221

(2)

Other Determinants of Mere Thought

223

(2)

The Cognitive Response Approach to Persuasion

225

(26)

Premessage Inductions That Produce Resistance to Persuasion

226

(6)

Premessage Inductions That Affect the Motivation to Process a Message

232

(6)

Effects of Message, Context, and Recipient Inductions

238

(10)

The Postmessage Persistence of Persuasion

248

(3)

Evaluation of Self-persuasion Approaches

251

(1)

Retrospective

252

(3)

Epilog: A General Framework for Understanding Attitude Change Processes

255

(16)

Central versus Peripheral Routes to Attitude Change

255

(7)

Anticipatory Attitude Changes

257

(1)

The Relative Importance of Source and Message Factors in Persuasion

258

(2)

The Relative Importance of Recipient and Message Factors in Persuasion

260

(2)

The Elaboration Likelihood Model

262

(6)

Motivation and Ability to Process the Message

263

(2)

Motivation and Ability to Think about the Issue

265

(1)

The Central Route: A Difficult Way to Change Attitudes

266

(1)

The Peripheral Route: Attitude Change without Issue-relevant Thinking

267

(1)

Retrospective

268

(3)

References

271

(30)

Author Index

301

(8)

Subject Index

309

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Attitudes And Persuasion: Classic And Contemporary Approaches

Summary

Author Biography

Table of Contents

Supplemental Materials