affect and, 154–155, 154 (table)
reasoned action theory and, 132
supportive communication and, 238–239, 240 (table)
Message effects, 239, 241, 297
Message evaluations, 239, 241
Message features, 20–32
about, 20–21
advertisement versus non-advertisement, 23–24
affect and, 154–157, 154 (table)
audience favorability, 23
climax versus anti-climax, 24
conclusion explicitness, 24–25
evidence, type of, 21–22
framing, 28–30
metaphor, 26–28
powerful versus powerless language, 26
sidedness, 22–24, 287
structure, 20, 24–25
style, 20, 26–31, 155–156
See also Message content
Message framing. See Framing
Message-induced affect, 156–157
Message interactivity, 394–395
Message-irrelevant affect, 157
Message outcomes, 241
Message perspectives, 262–264, 271
Messages:
advice, 238–239
in courtrooms, 332–343
explicit, 204
exposure to, 279
gain-framed, 28, 29–30, 155–156, 160, 285, 286
implicit, 204
influence of presumed influence and, 380, 383–384
in interaction, 241–246, 249–250
loss-framed, 28–30, 155–156, 160, 285, 286
media influence and, 39–40
nature and effects of, 248–249
one-sided, 22, 23–24, 287
order of, 89–90
person-centered, 239, 240 (table)
processing of, 144, 244–246
production of, 242–244
qualities of, 287–288
refutational two-sided, 22
repetition of, 87–88, 87 (figure), 88 (figure)
sources of, 288–290
structure of, 20, 24–25
tailoring, 116–117, 290, 392, 393
two-sided, 22–24, 287
variations in, 230–231
Message style, 20, 26–31, 155–156
Metacognitive processing, 319
Metaphor, 26–28
Michigan State University football players, 80
Minorities, influence of, 359–362, 365–366
Modality interactivity, 394
Modeling, 173, 173 (table)
MODE model. See Motivation and Opportunities as DEterminants model
Moderation-elasticity theory, 356
Modern rhetorical tradition, 6–7
Moore, Michael, 41
Motivated attention, 160
Motivated processing, 160
Motivation:
effectance, 244
elaboration, 137–138
emotions and, 152
goal, 244
normative, 244
protection, 190–191
for supportive message production, 244
Motivation and Opportunities as DEterminants (MODE)
model, 55–56, 59, 60–61
Multiple appeals, 286–287
Music in commercial establishments, 323–324
Narrative persuasion, 200–215
about, 200–201
argument versus, 200
awareness of persuasive intent and resistance, 204–205
counterarguing, 205–208
defining narrative in light of persuasion, 201–202
elaboration and inference, 208–211
elaboration likelihood model and, 208
imagery, 211–212
integration of narrative and persuasive content, 203–204
mechanics of, 205
non-narrative persuasion versus, 202–203
in political persuasion, 262
in psychological reactance theory, 175
research, future, 213–215
self-referencing, 210–211
vicarious experience, 212–213
National Youth Anti-drug Mass Media Campaign, 297–298, 299, 300
Needs, relational, 247–248
Negative appeals, 286
Negative campaign ads, 269, 270
Negativity bias, 28
Neoclassical tradition, 10–11
Neofunctional approach, 108–109
Networks, associative, 230
Neurological activity, 152
Neuroscience, social cognitive, 325–326
New rhetoric, 7–8
New Rhetoric (Perleman & Olbrechts-Tyteca), 9
News coverage, framing of, 155
News websites, 40
Nixon, Richard, 261, 264–265
Nonconscious processing, 322–324, 324–325
Nonevaluative beliefs, 84
Non-refutational two-sided messages, 22
Normative motivation, 244
Norms:
accessible, 62–63
descriptive, 128
drug prevention and, 300–301
focus theory of, 62–63
implicit, 62–63
injunctive, 127–128
as outcome of persuasion, 61–63
perceived, 127–129
political persuasion and, 269–270, 273
social, 61–62, 280, 300–301
subjective, 127–128
Nuclear power, 74, 75
Nuclear warfare, 74, 75
Objective coherence markers, 30–31
Old media heuristic, 390–391
One-sided messages, 22, 23–24
Opening statements, 334–335, 344(n2)
Opinion climate, 42
Opinion leadership, 362–363
Organization, superior, 28
Oscillation, 98–99
Outcomes of persuasion, 53–65
about, 53–54
attitudes as, 56–61
behavior as, 54–56
deliberative approaches to, 61–62
dynamic view of, 63–64
norms as, 61–63
research, future, 64–65
spontaneous approaches to, 62–63
Overpromising, 305–306
Parallel processing models, 170, 191–192, 194, 196
Parallel response model, 188–190, 194
Particle kinematics, 85
PAT. See Persuasive arguments theory
Paterno, Joe, 371
Perceived norms, 127–129
Perceptual acuity, 354
Peripheral-route persuasion, 138–141, 144–146
Personality, 109–110
Person-centered messages, 239, 240 (table)
Perspectives:
health behavior, 280–281
message, 262–264, 271
Persuasion:
conviction versus, 72–73
defined, 36, 388
framing versus, 263–264
See also specific topics
Persuasion knowledge model, 319–322, 320 (figure)
Persuasive arguments theory (PAT), 357, 359
Physical models, 85
Physiological domain, 152
PIT. See Post-inoculation talk
Planned behavior theory. See Reasoned action theory
Plato, 4
Pleasure-arousal models, 151
Pleasure or relief explanation, 27
Policy makers, societal, 283–284
Politeness, 247–248
Political persuasion, 258–273
about, 258–259
campaign ads, 41, 262, 269, 270
channel factors, 264–265, 271–272
credibility in, 261–262
elaboration likelihood model and, 265–267, 271
evidence in, 262
expertise in, 261
framing in, 262–264
good will in, 261
historical narratives and, 260
influence of presumed influence and, 376
inoculation theory and, 224
message perspectives, 262–264, 271
methodological problems of studying, 260
narrative in, 262
normative and empirical issues, 273
normative conundrums, 269–270
priming in, 43–44, 49(n2)
radio and, 39–40
receivers, 265–268, 272
research, future, 270–273
scholarly study of, 259–261
selective exposure in, 267, 269
source approaches, 271
source effects, 261–262
technology and, 393–394
television and, 41, 264–265
theoretical perspectives on, 261–268
trustworthiness in, 261
values and, 260–270
Positional discrepancy, 94
Positive appeals, 286
Post-inoculation talk (PIT), 228–229, 231–232
Postman, Neil, 15
Postmodernism, 9
Postscripts, choice-enhancing, 176–177
Powerful versus powerless language, 26
Pre-attitude, 226, 227
Prediction, 125–126, 131–132
Presumed influence, 378–379
See also Influence of presumed influence
Pretreatments, 230–231
Pretrial phase, 331–332
Prevention behavior, 29, 284–285
Price, Raymond K., 261
Primary appraisals, 152
Primes and priming, 43–44, 49(n2), 323–325
Processing:
message, 144, 244–246
metacognitive, 319
motivated, 160
nonconscious, 322–324, 324–325
Product involvement, role of, 318
Progressive Era, 13–14
Promoting healthy behavior, 284–285
Proof, burden of, 333
Propaganda effects, 259
Proportional change model. See Linear discrepancy model
Protection, umbrella of, 232
Protection motivation explanation, 190–191
Protest, social, 42–43
Proteus Effect, 396
PRT. See Psychological reactance theory
Psychological discrepancy, 94–95
Psychological-discrepancy-discounting model, 95, 99
Psychological reactance theory (PRT), 167–179
about, 167
choice-enhancing postscripts, 176–177
conclusion explicitness and, 24–25
corollaries of, 168–169
diminishing reactance, 176–178
domineering language, 174
drug prevention and, 299
empathy, 177
framing and, 29
inducing reactance, 174–176
intent to persuade, 174–175
magnitude of request, 175
measuring reactance, 171
modeling reactance process, 173, 173 (table)
narrative, 175
nature of reactance, 169–170
progress in refining, 169–173, 172 (table), 173 (table)
reactance as individual difference, 171–173, 172 (table)
reactance as persuasive strategy, 178
reactance proneness as audience segmentation variable, 175–176
research, classic, 167–169
research, contemporary, 174–178
research, future, 178–179
sensation value, 177–178
Push-with-pullback model, 96
Quintilian, 5
Race, in trial persuasion, 335, 345(n3)
Racial attitudes, 61
Radio, 39–40, 41
Radio campaign ads, 41
RAM. See Resistance appraisals model Reactance:
defined, 168, 170
diminishing, 176–178
as individual difference, 171–173, 172 (table)
inducing, 174–176
measuring, 171
nature of, 169–170
as persuasive strategy, 178
proneness as audience segmentation variable, 175–176
See also Psychological reactance theory
Reagan, Ronald, 15, 262
Realities, alternative, 395–397
Reasoned action theory, 120–133
about, 120–121, 315
attitude and behavioral beliefs, 126–127
background factors and sufficiency, 130–131
behavior, 123–124
behavioral intention, 124–126, 130
components and their relations, 121 (figure), 123–131
drug prevention and, 297
health campaigns and, 280, 281
historical context, 122–123
influence of presumed influence versus, 383
marketplace persuasion and, 315–316
message content, moving beyond, 132
moderators of intention effects on behavior, 126
perceived behavioral control and control beliefs, 129–130
perceived norm and normative beliefs, 127–129
persuasion, perspective on, 121–122
predicting behavior from intention, 125–126
prediction, predicting, 131–132
prediction, testing, 125–126
research, future, 131–132
tests of, 315–316
Receivers/recipients, 41–42, 265–268, 272
Recovered memory cases, 336–337
Rectification, 378
Reducing counter-arguments explanation, 27
Refutational two-sided messages, 22
Reinforcement. See Response reinforcement
Rejection, latitude of, 90, 91
Relational needs, 247–248
Relevance, 393
Reputational preemption, 231
Request, magnitude of, 175
Rereading the Sophists (Jarratt), 3
Resistance, 204–205, 229–230
Resistance appraisals model (RAM), 300
Resistance enhancement, 300
Resolute nonusers of drugs, 304
Resource matching, 27
Response change:
about, 37
channel and, 40–41
context and, 42–43
message and, 40
persuasion as, 77–80
recipient and, 41–42
source and, 39
Response efficacy, 186
Response reinforcement:
about, 37
being persuaded as, 76–77
channel and, 40
context and, 42
message and, 39–40
recipient and, 41
source and, 39
Response shaping, 37, 74–76
Restoration of freedom, 168
Revisionist scholars, 3
Rhetoric:
aestheticization of, 6, 7
attack on, 6
belletristic, 6–7
defined, 4
social movement, 8
women’s liberation, 8
Rhetorical tradition, 2–17
about, 2–3
American, 9–15
ancient, 4–5
contemporary rhetorical theory and, 7–9
founders’ vision of deliberative democracy, 10–11
golden age of, 11–13
modern era, 6–7
persuasion in rhetorical theory, 3–9
Progressive Era, 13–14
television, age of, 14–15
Rome, ancient, 4–5
Rousseau, Jean-Jacques, 6
Salespeople, flattery by, 321–322
Salience-imbalance theory, 27
Salience transfer, 43–44
Science communication, 42
Scientific evidence, 340
Scientific theory, discrepancy models in, 85
SCT. See Social comparison theory
S-curves, 47
Secondary appraisals, 152
Selective exposure, 76, 267, 269
The SAGE Handbook of Persuasion Page 89