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Drive theory – posits that the presence of an audience causes arousal which creates dominant or typical responses in the context of the situation.
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Positioning theory – focuses on the moral orders that occur in conversations as a result of the interplay between the speech-acts uttered, the positions taken and the developing story-line.
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Elaboration likelihood model – maintains that information processing, often in the case of a persuasion attempt can be divided into two separate processes based on the "likelihood of cognitive elaborations," that is, whether people think critically about the content of a message, or respond to superficial aspects of the message and other immediate cues.
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Triangular theory of love – by Sternberg, characterizes love in an interpersonal relationship on three different scales: intimacy, passion, and commitment. Different stages and types of love can be categorized by different combinations of these three elements.
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Cognitive dissonance – was originally based on the concept of cognitive consistency, but is now more related to self-concept theory. When people do something that violates their view of themselves, this causes an uncomfortable state of dissonance that motivates a change in either attitudes or behaviour (Festinger, 1957).
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Attribution theory – is concerned with the ways in which people explain (or attribute) the behaviour of others. The theory divides the way people attribute causes to events into two types. External or "situational" attributions assign causality to an outside factor, such as the weather. Internal or "dispositional" attributions assign causality to factors within the person, such as ability or personality.
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