Persuasion entails the obvious intent aimed at influencing another person’s mental state via communication in a situation whereby the persuadee has some leverage due to a measure of freedom. It is noted that despite the primary objective of impacting others, the paradigm cases of persuasion are ordinarily achieved by altering what people think or their thought processes (O’Keefe, 2016). This mental state might be characterized as an attitude since the underlying presumption is that an attitudinal change is reflective of behavioral change. Historically, attitudes have evolved to be viewed as “orientations of mind” instead of the body because an individual’s internal state often exerts influence on overt behavior. Daniel J. O’Keefe highlighted the importance of adapting and tailoring messages to audiences to enhance persuasiveness. Notable models that gain significance in the persuasion process entail the Theory of Planned Behavior (TPB) and Cognitive Dissonance Theory. For example, TPB is intertwined with the concept of persuasion since it avails a theoretical framework for comprehending how it could result in attitudinal and behavioral alterations. Alternatively, Cognitive Dissonance Theory also influences persuasive tendencies because the underlying messages may induce cognitive dissonance, leading to changes in attitudes and behaviors. For instance, when people are exposed to messages or views that contradict their existing behaviors and attitudes, they could experience dissonance, which may encourage them to change in line with the persuasive messages. Thus, a newer model of persuasion can integrate the TPB and Cognitive Dissonance Theory’s components to develop effective strategies that are specific to goals and target audience, while employing psychological discomfort in attitude and behavioral change.
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Personal Attitudes
Attitudes shape individual behaviors since they depict how one feels toward something. It is the summation of people’s knowledge, prejudices, and attitudes, including negative and positive when considering personal conduct. In this view, an individual’s attitude towards a particular behavior might promote the need to uphold it, whereas negative perceptions may force a person to deter a specific behavior (Brookes, 2023). For example, an individual who finds pleasure in physical exercises may harbor a positive attitude towards the associated practices, making them enjoyable and repetitive. Engaging in exercises regularly, becomes a routine that the person cherishes and spreads to others. However, those with a negative attitude toward the practice may deem it tedious and dangerous, alleviating their motivation to engage in it. It is also noted that some attitudes may be outrightly dangerous, posing great risks to life, including alcoholism and smoking, although some people may view it as an enjoyable tendency (Brookes, 2023). Ergo, persuasive messages might aim to alter attitudes by reinforcing the positive outcomes of upholding a certain conduct.
Subjective Norms
The other component of TPB is subjective norms which consider how individuals view the ideas presented by others regarding a particular behavior. It narrows down to the social pressure about what people think is good or bad. As such, individuals usually weigh the degree to which others approve or disapprove of their behaviors (Brookes, 2023). When there are stronger social pressures about a particular behavior, a person may resort to adhering to a predetermined conduct. Conversely, when a specific conduct is not subject to social pressures, even if it is wrong, an individual may resort to upholding it. For example, if family, friends, and colleagues disapprove of smoking and alcoholism, one may be less likely to engage in such vices because of the underlying pressure to conform to the social circle’s norms. In this view, subjective norms highlight the impactful role of social influence in decision-making processes (Brookes, 2023). Hence, communicators could formulate successful persuasive strategies that are tailored to social contexts and target audiences.
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Perceived Behavior Control
Perceived behavior control refers to a person’s belief in the extent they can control their behavior while maneuvering external constraints. This attitude is tied to the perception of internal factors, including determination and capability, as well as external elements, encompassing support and resources (
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