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Persuasion: From Single to Multiple to Metacognitive Processes.

Richard E Petty1, Pablo Briñol2

  • 1Ohio State University petty.1@osu.edu.

Perspectives on Psychological Science : a Journal of the Association for Psychological Science
|July 10, 2015
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Summary

Persuasion research evolved from simple main-effect questions to complex multiprocess theories. Recent discoveries highlight self-validation, a meta-cognitive process, as a key factor in persuasion.

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Area of Science:

  • Social Psychology
  • Communication Studies
  • Cognitive Science

Background:

  • Early persuasion research focused on main-effect questions and single-process models.
  • Accumulating inconsistencies led to the development of multiprocess theories.
  • Contemporary theories acknowledge that variables can influence attitudes through different processes.

Purpose of the Study:

  • To provide an overview of the historical development of persuasion theory.
  • To introduce the concept of self-validation as a novel factor in persuasion.

Main Methods:

  • Historical analysis of persuasion research.
  • Review of contemporary multiprocess theories.
  • Introduction of the self-validation construct.

Main Results:

  • Persuasion theory has progressed from simple to complex, integrative models.
  • Multiprocess theories explain how variables can have varied effects.
  • Self-validation, a meta-cognitive process, has emerged as a significant factor.

Conclusions:

  • The evolution of persuasion theory reflects a move towards greater complexity and integration.
  • Self-validation offers a new perspective on attitude change, focusing on meta-cognition.