You are on page 1of 8


Persuasive Communication
Elaboration- Likelihood Model
There are two ways we make decisions and hence get
When we are motivated and able to pay attention, we take
a logical, conscious thinking, central route to decision-
making. This can lead to permanent change in our attitude
as we adopt and elaborate upon the speakers arguments.
In other cases, we take the peripheral route. Here we do
not pay attention to persuasive arguments but are swayed
John Cacioppo and Richard Petty instead by surface characteristics such as whether we like
the speaker. In this case although we do change, it is only
temporary (although it is to a state where we may be
susceptible to further change).
Persuasive Communication
Heuristic-Systematic Persuasion Model
People either use heuristics and short-cuts in decision-making or
they systematically process the merits and demerits of a given
Heuristics include our own emotions as we ask How do I feel
about this? although this can cause a problem where we mix up
the cause and effect of our emotions.
Systematic processing is more likely when:
Careful thought is likely to generate judgment confidence.
The message is uncertain or unexpected and more thought is
needed to work out what it means.
The message is particularly relevant to the person, such as
when it is about them personally or about their goals or
Shelly Chaiken interests.
The person does not agree with the message or feels
threatened, and is seeking to resist any persuasive attempts.
Vygotskys Constructionism
Knowledge is constructed through social interaction with
Focuses on how culture of a social group, its shared beliefs,
values, customs, knowledge and skills is transmitted to the
next generation through learning, persuasion or social
SCAFFOLDING- Childs learning experience is guided by an
adult who structures the childs learning experience.
Zone of Proximal Development- The difference between what
a child can do alone and what he/she can do with the help
from a more expert other.
Lev Vygotsky