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   2012, Vol. 20 Issue (5) : 735-744     DOI:
研究前沿 |
Theoretical Models, Influencing Factors and Coping Strategies of the Persuasion Effect
MA Xiang-Yang;XU Fu-Ming;WU Xiu-Liang;PAN Jing;LI Tian
(1School of Psychology, Central China Normal University, and Hubei Human Development and Mental Health Key Laboratory, Wuhan 430079, China)
(2Institute of Psychology, Chinese Academy of Sciences, Beijing 100101, China)
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Abstract  Persuasion effect was defined as a phenomenon that individual changes his attitude and behavioral decision when faced with persuasive information. This phenomenon has important application value and is universal in political elections, consumption and commercial advertising. The dual process model and self-validation hypothesis are two theoretical models of the persuasion effect, namely. The influential factors of persuasion effect include credibility of sources, emotions, message framing, social networks and issue involvement. The effective strategies of persuasion effect contain public commitment and self-control. The deficiencies existing in current research are discussed and the directions for future research on persuasion effect are suggested.
Keywords persuasion effect      the elaboration likelihood model      self-validation theory      public commitment     
Corresponding Authors: XU Fu-Ming   
Issue Date: 15 May 2012
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MA Xiang-Yang
XU Fu-Ming
WU Xiu-Liang
PAN Jing
LI Tian
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MA Xiang-Yang,XU Fu-Ming,WU Xiu-Liang, et al. Theoretical Models, Influencing Factors and Coping Strategies of the Persuasion Effect[J]. , 2012, 20(5): 735-744.
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http://journal.psych.ac.cn/xlkxjz/EN/     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2012/V20/I5/735
[1] ZHOU Xiang-Xian. Humor Advertising Appeal and Its Communication Effects[J]. Advances in Psychological Science, 2008, 16(06): 955-963.
[2] Jin Zhicheng;Zhou Xiangxian. Involvement and its Impact upon the Communication Effects of Advertisin[J]. , 2007, 15(01): 154-162.
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