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Information Processing Theory
Explanations > Theories > Information Processing Theory
Description | Example | So What? | See also | References
Description
To be persuaded, you have to first pay attention to a message and then agree with it. To agree with it, you must compare your previous view with the new view and reject the previous view.
Example
'Testimonial' promotions often have people telling how they used to think that their old washing powder was good until they tried the new Sudso brand. This is telling the audience how to think.
So what?
Using it
Ensure the other person hears your message. Elicit any opposing views they have and guide them through the comparison with your message.
Defending
Beware of people telling you how to think and make decisions. Do not be led.
See also
References
McGuire (1968, 1989), Third, Hamilton and Stewart (1993)
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