Process premises target the psychological process that provide impetus for most people, from the most basic to the most sophisticated.
Needs - The First Process Premise
Packard's "Compelling Needs"
- Emotional Security
- Reassurance of Worth
- Ego-Gratification
- Creative Outlets
- Love Objects
- Sense of Power
- Sense of Roots
- Immortality
- Self-actualization
- Esteem
- Belonging
- Safety
- Physiologitcal
Emotions - The Second Process Premise
- Fear
- Guilt
- Anger
- Pride
- Happiness/Joy
Attitudes - The Third Process Premise
Attitudes, Beliefs and Opinions
The Functions of Attitudes
- Cognitive influences
- Emotional influences
- Behavioral influences
Consistency - The Fourth Process Premise
Cognitive Dissonance Theory
Sources of Dissonance
- Loss of Group Prestige
- Economic Loss
- Loss of Personal Prestige
- Uncertainty of Prediction
Sources of Consonance
- Reassurance of Security
- Demonstration of Predictability
- The Use of Rewards
