Persuasion means any change in people’s attitudes as a result of their exposure to communication, such communication is intentionally designed and executed in order to persuade, in this way persuasion would be understood as a change of attitude, and the best model for understanding it is the model of probability of elaboration.
The following elements come into play in persuasion: the sender, message, recipient or audience, the context surrounding persuasion, the channel through which the message is transmitted, and the intention for the recipient or audience to assume the proposals defended by message.
- Persuasion seeks to change attitudes.
- Attitudes can be understood as a general assessment that people make objects.
- Questions.
- And others.
- Which are technically called objects of attitude.
- In addition.
- Attitudes have three components: affective.
- Cognitive and behavioral.
The emotional component is based on emotions, the cognitive component focuses on beliefs and the behavioral component in past behaviors or experiences, these three components constitute the psychological structure of attitudes from which the overall balance emerges and materializes in behavior. to change what we feel, what we think and, ultimately, what we do.
On the other hand, changes in attitudes can take two forms: polarization and depolarization, polarization is that the attitude changes in the sense of the attitude initially presented, while in depolarization the change of attitude is contrary to the initial trend.
In other words, polarization reaffirms our attitudes and depolarization leads us to adopt an attitude contrary to what we had.
“Civilization is the victory of persuasion over strength. “Plato
The best interpretation of persuasion is proposed by the model of probability of elaboration, this model proposes that persuasion be done in two ways: one central and one peripheral, so the motivation to process the message will determine the way forward. leads to the peripheral route, while a high motivation leads to the central route.
According to the probability of elaboration model, there are two ways to carry out persuasion: a central pathway and a peripheral pathway.
On the one hand, the central route implies a higher probability of development; that is, pay close attention to the message and compare the information with the previous knowledge. On the other hand, the perimeter route requires little effort; that is, the information is not very developed.
Thus, the peripheral pathway leads to relying on situational indicators, so the transmitter seems credible. In this way, the motivation that determines whether the message develops centrally or peripherally will depend on different factors.
“The purpose of oratory is not truth, but persuasion. ” – Thomas Macaulay-
First, the motivation to understand the message and the ability to process it will determine the probability of development, that is, the path.
On the one hand, motivation is based on the importance of the message to the recipient, the inconsistency between the message proposal and the recipient’s position, the ambivalence of the topic, the number of sources of the message and the need. for receptor cognition. On the other hand, the capacity will depend on the receipt of the message, the distractions present, the time available, the complexity of the message and the knowledge that the receiver has on the subject.
In short, when we receive a persuasive communication, it will be the protagonist if we are motivated to process the information, otherwise the route will be peripheral.
Thus, the change in attitude will occur based on certain factors, for example if the message is attractive, it provides arguments or names of sources that we trust; on the other hand, if we are truly motivated, our ability to process information will also be affected. If we don’t have the necessary capabilities, we’ll probably take the peripheral route, but if we have them it’s likely that the information will go through the central route.
If the message is developed through a central route, we can generate positive or unfavorable thoughts, therefore, if they are favorable, there will be a polarization and the attitude will be more favorable to the arguments in line with the message, otherwise depolarization will occur. and our attitude will be more negative in the face of these arguments. The third possibility is that thoughts are neutral and, in this case, they will return to a peripheral path.