Question 5: Persuasion theory [10] Discuss the difference between persuasion theory and self-persuasion theory. (10)?

Persuasion theory and self-persuasion theory are both branches of social psychology that focus on the process of influencing attitudes and behaviors. However, they differ in their underlying principles and mechanisms.

Persuasion theory, as traditionally understood, involves one party (the persuader) attempting to change the attitudes or behaviors of another party (the persuadee) through the use of persuasive messages. This can involve various tactics such as appealing to emotions, providing evidence or arguments, or using social influence techniques. The key idea in persuasion theory is that the persuader is actively trying to change the beliefs or behaviors of the persuadee.

On the other hand, self-persuasion theory focuses on the idea that individuals can persuade themselves to change their attitudes or behaviors without external influence. This process involves individuals engaging in self-reflection, cognitive dissonance reduction, or other internal processes to convince themselves of a new belief or behavior. Self-persuasion theory suggests that individuals are more likely to be persuaded when they feel a sense of autonomy and control over the decision-making process.

In summary, while persuasion theory involves external attempts to change attitudes or behaviors, self-persuasion theory focuses on internal processes of self-persuasion. Both theories offer valuable insights into the complex process of attitude and behavior change, and understanding the differences between them can help researchers and practitioners develop more effective persuasive strategies.

Persuasion Theory vs. Self-Persuasion Theory

Persuasion Theory

- Definition: The process by which one person (the persuader) attempts to change the attitudes or behaviors of another person (the persuadee).
- Key Concepts:
- Source credibility, expertise, and trustworthiness
- Message clarity, organization, and structure
- Audience susceptibility to persuasion
- Focus: External factors that influence an individual's beliefs and actions. The persuader actively tries to convince the persuadee.

Self-Persuasion Theory

- Definition: The process by which an individual changes their own attitudes or behaviors through internal cognitive processes.
- Key Concepts:
- Cognitive dissonance: Psychological discomfort that arises when an individual holds conflicting beliefs or actions.
- Rationalization: Process of justifying an action or belief to reduce cognitive dissonance.
- Attitude polarization: Tendency for individuals to strengthen their existing attitudes when confronted with opposing viewpoints.
- Focus: Internal psychological processes that influence an individual's beliefs and actions. The individual actively engages in self-justification and rationalization.

Differences:

| Feature | Persuasion Theory | Self-Persuasion Theory |
|---|---|---|
| Source of influence | External (persuader) | Internal (individual) |
| Active vs. Passive | Active (persuader influences persuadee) | Passive (individual influences self) |
| Focus of attention | Modifying others | Modifying oneself |
| Role of conflict | May involve conflict between persuader and persuadee | May involve cognitive dissonance within individual |
| Primary mechanism | Message reception and processing | Cognitive processing and rationalization |
| Outcomes | Attitude or behavior change | Internal justification or attitude polarization |

In summary, persuasion theory focuses on the external factors that influence an individual's beliefs through the actions of another person, while self-persuasion theory focuses on the internal cognitive processes that an individual undergoes to justify their own beliefs and actions.