Theories of Persuasion

Elaboration Likelihood Model (ELM)

Introduced by Petty and Cacioppo, the Elaboration Likelihood Model (ELM) proposes two routes to persuasion: the central route and the peripheral route.
Central route processing involves careful consideration of the message and its merits. This method is used when the receiver is motivated and has the capacity to think about the message.
Peripheral route processing occurs when the receiver is not interested in the message, or is unable to process it fully. The receiver may be persuaded by irrelevant factors, such as source attractiveness or credibility, rather than the actual message.
ELM suggests that the central route leads to more enduring change as it requires more cognitive effort.

Social Judgement Theory

Sherif and Hovland proposed the Social Judgement Theory, which suggests that when presenting a persuasive message, individuals’ initial attitudes should be taken into account.
According to this theory, each person has a range of acceptable positions on a certain issue referred to as the latitude of acceptance. If the message falls within this range it is likely to be accepted.
Positions falling outside the latitude of acceptance and close to it mark the latitude of non-commitment (may be swayed) and far off positions are in the latitude of rejection (likely to be opposed).

Theory of Reasoned Action (TRA)

Fishbein and Ajzen’s Theory of Reasoned Action (TRA) poses that an individual’s behaviour is determined by their intention to perform the behaviour, and that this intention is, in turn, a function of their attitudes towards the behaviour and their subjective norms.
Attitudes refer to the individual’s positive or negative feelings about performing a behaviour.
Subjective norms reflect the individual’s beliefs about whether peers and people of importance would approve or disapprove of the behaviour.

Cognitive Dissonance Theory

Festinger’s Cognitive Dissonance Theory suggests that we have an inbuilt drive to hold all our attitudes and beliefs in harmony, and to avoid inconsistency. This inconsistency is known as cognitive dissonance.
According to this theory, if someone experiences dissonance (emotional discomfort), they will try to reduce it by changing their attitudes or behaviours.
Dissonance can be reduced by either changing one’s beliefs, acquiring new information that outweighs the dissonant beliefs, or reducing the importance of the beliefs.

Inoculation Theory

McGuire’s Inoculation Theory makes an analogy to biological inoculation. Just as a small amount of a virus can trigger immunity, the same works for arguments.
Accordingly, to promote resistance to counterarguments, one should present a weakened form of the opposing argument, then refute it.
This strategy prepares the individual to defend their attitudes when stronger oppositional messages appear.

Remember to revise these theories carefully, as understanding them and their applications can greatly assist in understanding and promoting positive behavioural changes.