COGNITIVE RESPONSE THEORY
Anthony Greenwald first proposed the theory in 1968. (insert brief history and notable details or
achievement of the proponent)
- The cognitive response model of persuasion locates the most direct cause of persuasion in
the self-talk of the persuasion target, rather than the content of the message.
- The thoughts running through the target's mind during exposure to the persuasive
message determine how effective the message will be
- Cognitive Response model shows that learning our cognitive responses to persuasion provides a
basis for understanding the persisting effects of communication. Greenwald’s theory states that we
remember our cognitive responses better than actual information presented to us. To simply put, we
are better at remembering our thoughts about an argument during the argument, rather than the
actual argument.
Other shit
The cognitive response model suggests that effective messages should take into account factors
that are likely to enhance positive cognitive responses to the receivers.
Research supporting the model shows that persuasion is powerfully affected by the amount of self-
talk that occurs in response to a message. The degree to which the self-talk supports the message
and the confidence that recipients express in the validity of that self-talk further support the cognitive
response model.
TWO TYPES OF RESPONSES
direct and indirect.
Direct responses are relevant to the material being presenting and can increase persuasion. For
example, when presented with the fact, “ 9 out of 10 college students drink alcohol”, and your
cognitive response is, “ Yeah, I would say most of the people at my school are drinkers”, you would
be having a direct response.
Indirect responses have nothing to do with the material at hand and do not increase persuasive
effects. If presented with the same fact, “ 9 out of 10 college students drink alcohol", and your
cognitive response is, “I wonder what I am doing this weekend”, you would have an indirect
response
Reference:
Kenrick, D. T., Neuberg, S. L., & Cialdini, R. B. (2009). Social psychology, goals in interaction. (5th ed. ed., pp.
143-179). Boston: Pearson College Div.
Greenwald, Anthony (1968). "Cognitive Learning, Cognitive Response to Persuasion, and Attitude
Change". Psychological Foundations of Attitudes: 147–169.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich.
