Abstract

PIP: Guidelines for developing effective programs of mass persuasion were provided. These guidelines were derived from the findings of studies, undertaken by the Division of Program Surveys of the Department of Agriculture for the War Finance Division of the U.S. Treasury Department, for the purpose of evaluating the U.S. Government's efforts to promote the sale of war bonds during the 2nd World War. The evaluation studies demonstrated how difficult it was to induce mass behavioral changes. Effective programs of mass persuasion must 1) change the cognitive structures of individuals; 2) change the motivational structures of individuals; and 3) activate new forms of behavior. In order to promote cognitive change it is necessary to insure that the sense organs receive the media messages and that the messages are relatively compatible with the existing cognitive structures of the individuals receiving the messages. If the messages are too deviant, they will be rejected or distorted by the receiver. To promote individuals toward a specific action, the individuals must be convinced that the action, being induced, will lead to the fulfillment of personal goals; however, even motivated persons frequently fail to perform the actual behavioral patterns which is being promoted. Individuals must also be provided with a specific path of action and a specific time for action. Only if all 3 of these processual changes are induced will a program of mass persuasion effectively accomplish its goal.