Communication and Persuasion: Central and Peripheral Routes by Richard E. Petty

By Richard E. Petty

It's been over 10 years when you consider that we initiated paintings on our first sequence of collaborative experiments. As graduate scholars, we had nice enjoyable making plans, carrying out, and penning this study (Petty & Cacioppo, 1977). We loved arguing with one another at our preliminary assembly in 1973 and feature sub­ sequently develop into top acquaintances, yet neither people suspected on the time that we'd or may actively continue a examine collaboration over the following decade, or that we might now locate ourselves able to write this monograph. As we notice in bankruptcy 1, we started our reports of persuasion at a time whilst social psychology was once in "crisis," and curiosity in study on perspective swap specifically used to be declining. As we write this, we're conscious of six new volumes on persuasion which are in press or in education and that are supposed to seem over the following few years. on reflection, it's not so dazzling that learn on attitudes and persuasion could reemerge as a vital problem of social psychology. We think that human emotions, ideals, and behaviors, even if within the area of interpersonal family (e. g. , marriage, aggression), politics (e. g. , vote casting, revolution), health and wellbeing (e. g. , following a scientific regimen), or economics (e. g. , patron purchases) are enormously prompted via the reviews humans have of different humans, items, and matters. in addition, reviews (attitudes) are encouraged by means of have an effect on, cognition, and behaviour.

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Additional resources for Communication and Persuasion: Central and Peripheral Routes to Attitude Change (Springer Series in Social Psychology)

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See Ekman & Friesen, 1978), perioral EMG activity does not appear to be related to subtle variations in the affective tone of individuals' information processing, such as those typically involved in attitude studies. For instance, some of the trait words employed in the Cacioppo and Petty (198Ib) study were positive, others were neutral, and others were negative in meaning. We found no differences in perioral EMG activity as a function of word-valence, even though we have observed differential hemispheric EEG activity in response to these stimuli (Cacioppo & Petty, 198Oc).

See Ekman & Friesen, 1978), perioral EMG activity does not appear to be related to subtle variations in the affective tone of individuals' information processing, such as those typically involved in attitude studies. For instance, some of the trait words employed in the Cacioppo and Petty (198Ib) study were positive, others were neutral, and others were negative in meaning. We found no differences in perioral EMG activity as a function of word-valence, even though we have observed differential hemispheric EEG activity in response to these stimuli (Cacioppo & Petty, 198Oc).

High elaboration - Strong Mixed Weak ..... - - - - • Strong ~ Mixed . - - - - - -- .... Weak II. ) P~sitive S _ .... ) negative .. ::::_-". W Baseline Treatment III. )~s _ _ _ ----eM .... S _ - - - - .... - ---- ---- .. W I Baseline Treatment IV. ----::: _+3 .... ;; .... __ - ---- .. S ....... ~- -- -2 ........ M " " -3 Baseline Treatment Baseline W Treatment Figure 2-3. Possible effects of a treatment according to the ELM. In panel I the treatment has no effect. Instead, only an effect for argument quality is observed, at least if the elaboration likelihood is high.

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