Compare and Contrast Two Methods for Achieving Attitude Change through Persuasion

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Attitudes refer to one’s evaluations of the social world: others, objects and ideas. These overall evaluations can be positive, negative, or neutral, vary in their extremity and be based on a variety of information (Tesser and Martin, 1996; Petty, Wheeler, and Tormala, 2003 ). A popular conceptualization of the attitude construct, the tripartite theory, holds that there are three primary types of information in which attitudes can be based (Breckler, 1984; Rosenberg & Hovland, 1960; Zanna & Rempel, 1988) : cognitions or beliefs, affect or feelings and actions or behaviour. As defined by Richard Perloff, persuasion is the process which moulds and shapes attitudes. It is through persuasion that changes in attitudes can occur. The two methods…show more content…
While a limitation of the ingratiation technique is that flattery and the degree of flattery will more than likely have varying affects depending on the individual . McGuire and Papageogis proposed forewarning targets of the persuasive intent of a message might produce inhibition of persuasion through counter arguments (1962p127AAC). Hass and Gracly, found that this is only particularly effective if there is a time delay between warning and message which allows for cognitive processes to actively generate a counter-argument (1975). Thus, if the target were perhaps familiar with the door-in-the-face technique or simply inferred a second request may be likely, and there was a delay between the unrealistic and realist request, the persuasion attempt is likely to be inhibited. Additionally this cognitive processing may inhibit the ingratiation technique if the targets need for cognition (NFC) is high. Studies have shown that participants high in NFC were generally unaffected by the persuaders likeability. This is argued to be a consequence of their engagement with more extensive

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