Modeli dualne obrade u procesu promene stavova

Abstract

Ovaj članak daje pregled razvoja psihološke misli na temu procesa promene stavova u proteklih 50 godina. Fokusira se na period od 80-ih godina prošlog veka do danas, predstavljajući model kognitivnog odgovora kao dominantni teorijski pristup u ovoj oblasti. U okviru ovog teorijskog pristupa detaljno se prikazuju postulati Modela verovatnoće obrade, koji su i najviše empirijski testirani. Glavni istraživački nalazi sistematizovani su u četiri grupe efekata: izvor poruke, sadržaj poruke, primalac poruke i kontekst. Izlažu se, zatim, glavne kritike ovog modela upućene metodologiji i načinu operacionalizacije s jedne strane, i pretpostavci dualnog procesiranja s druge. Na kraju se diskutuje o mogućnostima praktične primene i perspektivi budućih istraživanja u oblasti persuazije.

This article examines empirical and theoretical developments in research on attitude change in the past 50 years. It focuses the period from 1980 till present as well as cognitive response theories as the dominant theoretical approach in the field. The postulates of Elaboration Likelihood Model, as most-researched representative of dual process theories are studied, based on review of accumulated research evidence. Main research findings are grouped in four basic factors: message source, message content, message recipient and its context. Most influential criticisms of the theory are then presented regarding its empirical base and dual process assumption. Some possible applications and further research perspectives are discussed at the end.