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Psychological Processes Underlying Persuasion

A Social Psychological Approach

Ohio State University

Pablo Briñol

Universidad Autónoma de Madrid

In this article, the authors review a contemporary social psychological perspective on persuasion with an emphasis on explicating the psychological processes that underlie successful attitude change. Those mechanisms by which variables in the persuasion setting can influence attitude change are: (a) affect the amount of information processing; (b) bias the thoughts that are generated or (c) one’s confidence in those thoughts (or other structural features); (d) serve as persuasive arguments or evidence or (e) affect attitudes by serving as simple cues and heuristics. By grouping the persuasion processes into meaningful categories, the authors aim to provide a useful guide to organize and facilitate access to key findings in this literature. They also describe a theoretical framework to understand the circumstances for which the different processes are more likely to influence our judgments, such as when variables precede or follow thought-generation, and when the extent of thinking is relatively low, medium, or high.

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