An input/output analysis of persuasive communication

Components of the model

Input communications variables: There are five broad categories, each of which can be subdivided. These are: source, message, channel, receiver, and target.

There is a twelve-step output analysis that McGuire uses that "consists of successive response steps that the receivers must be induced to take if the communication is to have its intended persuasive impact (p. 258)." These steps are:

Tuning in that produces exposure to the communication.

Attending to it.

Liking, interest in it.

Comprehending its content (learning what)

Generating related cognitions.

Acquiring relevant skills (learning how).

Agreeing with the communication position (attitude change).

Storing the change in memory.

Retrieving the relevant material from memory.

Decision making on the basis of the retrieved material.

Acting in accord with the decision made.

Post-action consolidating of the new pattern.

Evaluation of the Communication/Persuasion Matrix