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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

Elaboration Likelihood Model

References

McGuire (1968, 1989), Third, Hamilton and Stewart (1993)

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