Understanding The Power of Persuasion
Persuasion surrounds us every day, shaping our attitudes, beliefs, and behaviors through the messages we encounter. Chapter 7 of Dainton and Zelley explores how persuasive communication works through four major theoretical perspectives: the Elaboration Likelihood Model, Theory of Planned Behavior, Inoculation Theory, and Narrative Paradigm.
Theories of persuasion explained
Chapter 7 presents four theoretical approaches that explain persuasion from different perspectives. Together, they explore how people process persuasive messages, how attitudes can translate into behavior, how people resist persuasion, and how stories can influence beliefs and actions.
Elaboration Likelihood Model
Discover how individuals process persuasive messages through central and peripheral routes, and what factors determine which route is taken.
Theory of Planned Behavior
Understand how attitudes, subjective norms, and perceived behavioral control predict a person's intention to perform a behavior.
Inoculation Theory
Explore how forewarning and counter-arguments can 'inoculate' individuals against persuasive attacks, making them more resistant to influence.
Narrative Paradigm
Learn how stories and narratives can be powerful tools for persuasion, influencing our beliefs and values through their compelling nature.
Persuasion Is Everywhere
Persuasive messages appear throughout our relational, social, political, and economic lives. From advertisements and social media to interpersonal conversations, we are constantly exposed to attempts to influence what we believe, value, and do. Understanding how persuasion works can therefore help us become more thoughtful message creators and more critical message receivers.
References
Dainton, M., & Zelley, E. D. (2019). Applying communication theory for professional life: A practical introduction (4th ed.). SAGE Publications.