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Additional info for Influencing human behavior: theory and application in recreation, tourism, and natural resources management
In the course of group discussions, members who offer novel arguments in support of a given decision alternative are found to be more influential than members who raise points that are well known to the rest of the group. Argument Strength Besides being novel, an argument must also be strong if it is to sway the receiver to adopt the advocated position. A strong argument is one that tends to produce agreement (positive thoughts) and does not generate many counterarguments (Petty and Cacioppo, 1986).
Among these variables are distraction and forewarning. Distraction can result from environmental noise, or can be internal as when a receiver is preoccupied with other concerns. Forewarning refers to the availability of information before exposure to the message, which warns the receiver either that an influence attempt is imminent, or that the communicator is planning to advocate a certain position. In either case, forewarning may prepare receivers to rally their defenses against the forthcoming message.
Work on the elaboration likelihood model has focused primarily on cognitive responses to the message and has not dealt directly with Page 18 changes in cognitive structure. The ideas discussed below are based on other recent work concerning persuasive communication via the central route (Fishbein and Ajzen, 1975, 1981). According to Fishbein and Ajzen, a message can bring about changes in a receiver's cognitive structure in one of two ways. First, in a process termed yielding, acceptance of arguments presented in the message can produce changes in corresponding beliefs held by the receiver.