Problematic Integration Theory - Concepts

Concepts

Problematic Integration is a type of message-processing communication theory that relates to theories of decision making and persuasion. Problematic Integration Theory (PI) proposes that: (1) people orient themselves to the world by forming both probabilistic and evaluative orientations; (2) that probability and evaluation are not independent from one another; (3) that probability and evaluation are socially based and socially constructed, and that probability and evaluation are integral to our daily experience; and, (4) that integration of these orientations can be problematic. Probabilistic orientation is an assessment of the likelihood of an event or outcome. Evaluative orientation is an assessment of the favorability of an outcome. Often, assessments of probability and value are cooperative and easily integrated. However, as the theory's title implies, there are occasions when integration becomes problematic. PI proposes that integration becomes more difficult as:

1. clarity of object probability decreases
2. object value conflicts increase
3. or, there is an increase in the divergence between object expectation and desire

Essentially, problematic integration is what we experience when our probabilistic and evaluative orientations conflict with one another, causing instability and disharmony. Conflict arising from problematic integration may or may not be significant. The more important a value and the more central an issue (or object, to use PI terminology) is to one's beliefs or cultural values, the more likely that problematic integration will cause greater discomfort.