Communication and Persuasion Central and Peripheral Routes to Attitu
It has been over 10 years since we initiated work on our first series of collaborative experiments. As graduate students, we had great fun planning, conducting, and writing this research (Petty & Cacioppo, 1977). We enjoyed arguing with each other at
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SSSP Richard E. Petty John T. Cacioppo
COllllllunication and Persuasion Central and Peripheral Routes to Attitude Change
Springer-Verlag New York Berlin Heidelberg London Paris Tokyo
Richard E. Petty Department of Psychology University of Missouri Columbia. Missouri 65211 U.SA
Jo hn T. Cacioppo Department of Psychology University of Iowa Iowa City, Iowa 52242 U.SA
With 40 IIIustl1ltions Library of Congress Cataloging in Publication Data Petty, Richard E. Communication and persuasion. (Springer series in social psychology) Bibliography: p. Includes index. I. Persuasion (Psychology) 2. Attitude change. 3. Communication-Psychological aspectS. I. Cacioppo, John T. II. Title. III. Series. 3022'4 86-11822 BF637.P4P47 1986 C 1986 by Springer-Verlag New York Inc. All rights reserved No pan of this book may be tl1lnslalCd or reproduced in any fonn without written pennission from Springer-Verlag, 175 Fifth Avenue, New York, New York 10010, U.SA The use of general descriptive names, trade names, trademarks, etc. in this publication, even if th e fonner are not especially identified, is not to be taken as a sign that such names, as understood by the Trade Marks and Merchandise Marks Act, may accordingly be used freely by anyone. Typeset by Ampersand Publisher Services, Rutland, Vermont. 9 8 7 6 5 4 32 I ISBN-13: 978-1-4612-9378-1 DOl: 10. 1007/978-1-4612-4964-1
e-ISBN-I3: 978- 1-461 2-4964-1
To Lynn and Barbara
Preface
It has been over 10 years since we initiated work on our first series of collaborative experiments. As graduate students, we had great fun planning, conducting, and writing this research (Petty & Cacioppo, 1977). We enjoyed arguing with each other at our initial meeting in 1973 and have subsequently become best friends, but neither of us suspected at the time that we would or could actively maintain a research collaboration over the next decade, or that we would now find ourselves in a position to write this monograph. As we note in Chapter 1, we began our studies of persuasion at a time when social psychology was in "crisis," and interest in research on attitude change in particular was declining. As we write this, we are aware of six new volumes on persuasion that are in press or in preparation and that should appear over the next few years. In retrospect, it is not so surprising that research on attitudes and persuasion would reemerge as a central concern of social psychology. We believe that human feelings, beliefs, and behaviors, whether in the domain of interpersonal relations (e.g., marriage, aggression), politics (e.g., voting, revolution), health (e.g., following a medical regimen), or economics (e.g., consumer purchases) are greatly influenced by the evaluations people have of other people, objects, and issues. Furthermore, evaluations (attitudes) are influenced by affect, cognition, and behavior. Because of this reciprocal interdependence and the general importance of the attitude construct for many disciplines, attitude theory, perhaps more than any other field of inquiry in social psych
