Persuasion Theories of Communication Assignment Help

Introduction

Persuasion theories of communication describe how messages change attitudes, beliefs, and actions. They explain mechanisms and processes through which effective communication comes about to develop efficient communication strategies in various contexts: marketing, politics, health communication, and social influence. The assignment help guide will help students understand persuasion theories and their applications. 

Definition of Persuasion

Persuasion can be briefly defined as the procedure to alter an individual's attitudes, beliefs, or behavior by communication. In this, an effort is made to try and change or support a person's viewpoint by using messages and strategies.

Major Theories of Persuasion:

Elaboration Likelihood Model (ELM):

The ELM, elaborated by Richard Petty and John Cacioppo, holds that persuasion goes through two routes inside the mind: a central route and a peripheral route. The former path goes in for careful and thoughtful consideration of the content of the message, while the latter way goes in for superficial cues, such as attractiveness of the communicator.

• Social Judgment Theory:

This is a theory that was originally formulated by Muzafer Sherif and Carl Hovland. It is a theory that makes people assume the very persuasive message basing the argument on the pre existing attitudes held by people. It is a theory that overcomes parameters like the latitude of acceptance, rejection as well as non- commitment influence people's perception of messages as well as whether attitudes change..

• Cognitive Dissonance Theory:

It is a theory by Leon Festinger in which a person experiences discomfort from holding two or more such discordant beliefs or attitudes or behavior presented as being harmonious. Hence, the subject would then tend to change the attitude or behavior to become congruent with other actions or with newly acquired information.

• Theory of Planned Behavior:

The TPB was developed by Icek Ajzen, based on the premise that attitudes, subjective norms, and perceived behavioral control affect intentions to perform a behavior. Thus, persuasive communication attempts to influence these variables in the process of behavior change.

• Heuristic-Systematic Model (HSM):

According to HSM propounded by Shelly Chaiken, individuals process persuasive messages either systematically-that is, they consider the message most carefully-or heuristically, or in a cursory manner; each route is a function of the motivation and ability with which people process a message.

Applications of Theories of Persuasion

Marketing and Advertising

Persuasion theories help build a successful advertising campaign through focusing on the attitudes and behaviors of the consumers. For instance, celebrity endorsements (peripheral cues) and lots of information about the product (central processing) are influential techniques that will make a consumer purchase.

Health Communication

Persuasion is crucial to guiding health campaign messaging designed to reduce unhealthy practices like smoking and increase vaccination. From fear appeals to normative messages and informational campaigns all continue to be used to persuade individuals to live a healthier life.

Political Communication: 

Politicians and campaigners use persuasive communication to be able to move public opinion in their favor. A couple of key techniques are emotional appeals and the framing of issues, in addition to the classics, great persuasive speeches. Social Influence: Theories of persuasion can be at play in any manner of social context, whether this is in a situation where a teacher is using persuasion to motivate a class or amidst an environmental campaign for influencing people to be sustainable. Common Mistakes Students Make:

• Students may over-generalize a unifying theory without considering the context and audience where they are.
• Failure to acknowledge or address counter arguments undermines the strength of the persuasive message being delivered and its efforts to be effective.
• Failure to demonstrate the evidence or research for supporting persuasive claims weakens the argument.
• Failure to understand the key principles of the theories of persuasion leads to misapplication and misinterpretation.

How to overcome the challenges ? 

• Analyze the context and audience of the persuasion to select the most appropriate theory and strategy.
• Accept and dismiss the counterarguments to make a persuasive message more dominant.
• Support persuasive arguments with some types of sources, including credible evidence and research findings.
• Understand the key principles and applications for each persuasion theory.

Career Opportunities:

• Marketing and Advertising Specialist : Create and design persuasive advertising campaigns that alter consumer behavior.
• Public Relations Specialist: If organizations have to be positively viewed and sustained by people, then they have to apply persuasive communication.
• Campaign Manager: The designer of the project will apply strategies of persuasion so that the voters can be convinced and be fought for to support the candidate or cause you want to promote.
• Health Communication Specialist: Development of health campaigns interested in changing attitude and behavior of health positively.
• Social Media Strategist: Application of persuasion for online engagement to create influence on the audience's mind.

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