Attribution Theory Business

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					Cognitive Approaches to
Persuasion
Persuasion
   The objective of persuasion is attitude change.


    Messages                              Social Influences



                 Cognitive, Affective,
                and Motivation Theories
                     of Persuasion




                 Consumer Attitudes
Reference Points
Cognitive Paradigms
  Persuasion by controlled comparisons
     Adaptation Level Theory

     Social Judgment Theory


  Persuasion through attribution of cause
     Self-Perception Theory

     Kelley’s Covariation Principles (Attribution Theory)
Adaptation Level Theory
  Principles


  Typical reference point comparisons
Social Judgment Theory
 How best to persuade—proposing a
 position close to the one that is held or
 by proposing one that is extreme?
Persuasion Topic: Amount of Individual Tax Refund

                                     $500
            Latitude of rejection—
            $300+


                                            Latitude of
                                             noncommitment


                     Latitude of
                     acceptance—         $100—existing attitude
                     +/- $50



                                     0
Persuasion attempts that are too extreme.

                                   $500
    Argument in favor of
    $400 tax refund.


         Contrast effect.



   No attitude change.                 $100—existing attitude
   (Maybe even negative effect.)

                                   0
Persuasion attempts that are too weak.

                                $500




         Assimilation effect.

   Argument in favor of
   $125 tax refund.                 $100—existing attitude

    No attitude change.
                                0
Persuasion attempts that are effective.

                             $500



   Argument in favor of
   $200 tax refund.
                                   New attitude position.


                                  $100—existing attitude


                              0
Effect of high involvement.

                                $500


        Latitude of rejection
        expands--$150+                 Latitude of
                                       noncommitment shrinks—
                                       persuasion is more difficult
                                       and potential attitude
                                       change is less.

      Latitude of acceptance        $100—existing attitude
      shrinks--+/-$10



                                0
Cognitive Paradigms
  Persuasion by controlled comparisons
     Adaptation Level Theory

     Social Judgment Theory


  Persuasion through attribution of cause
     Self-Perception Theory

     Kelley’s Covariation Principles (Attribution Theory)
Attribution Theory
  In response to a persuasive message,
  or a product experience, we ask, Why
  did he say that? Why did the product
  perform that way? What is the reason?
  What is the cause?

  Fundamental attribution bias:
Fundamental Attribution Bias
   John graduates, gets a job, and buys a big SUV.
Self Perception Theory
Implication of Self Perception
Kelley’s Covariation Principles
Explain the cause
Know the text

Person attributions



Situation attributions
                         Figure 7.8, p. 175


Product attributions
Required: Info on 2 dimensions
Kelley’s Causal Schemata

				
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