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Opinion Science

#100: A Unified Model of Persuasion

Oct 21, 2024
Rich Petty is a psychology professor at Ohio State University, known for co-developing the Elaboration Likelihood Model of persuasion. Pablo Briñol, from Universidad Autónoma de Madrid, contributes to the self-validation hypothesis. They discuss the evolution of persuasion research from chaotic beginnings to a structured theory. Personal anecdotes reveal the impact of WWII propaganda on their theories. The importance of motivation and message quality in persuasion processes is emphasized, alongside the challenges of academic journeys that shaped their groundbreaking work.
52:54

Podcast summary created with Snipd AI

Quick takeaways

  • The Elaboration Likelihood Model illustrates how motivation and ability influence the depth of message processing in persuasion.
  • Carl Hovland's research during World War II established foundational principles for evaluating the effectiveness of propaganda and communication.

Deep dives

The Purpose and Impact of 'Why We Fight' Films

The 'Why We Fight' film series, produced during World War II, served as a vital propaganda tool designed to explain the U.S. involvement in the conflict to soldiers. Directed by Frank Capra and featuring high-quality production by industry giants like Disney, these films aimed to bolster military morale and unity among troops. The success of the series was highlighted by its Academy Award win in 1942 and subsequent preservation by the Library of Congress in the National Film Registry. Beyond military significance, these films played a crucial role in advancing the science of persuasion by introducing social science methods to assess the effectiveness of propaganda.

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