Unit 7

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Unit 7

  1. 1. UNIT 7 Elaboration Likelihood Model (ELM)
  2. 2. ELABORATION 1) Engaging in issue relevant thinking. 2) Taking time to think about an issue.
  3. 3. Routes to Persuasion
  4. 4. Central Route 1. Elaboration is High 2. When we think about or evaluate a persuasive message 3. We look at the quality of the arguments being made
  5. 5. Peripheral Route 1. Elaboration is Low (no effort) 2. Other factors are examined besides the arguments 3. Homer Simpson Route to Persuasion
  6. 6. Situational & Personality Variables
  7. 7. 1. Motivation to elaborate messages a. Receiver’s involvement with the issue -- More relevant issues are processed centrally, less relevant issues are processed peripherally
  8. 8. 1. Motivation to elaborate messages b. Receiver’s Need for Cognition -- Personality trait which refers to a tendency to engage in and enjoy thinking. -- High need for Cognition (central); Low need for Cognition (peripheral)
  9. 9. 2. Elaborating on Messages a. Distraction -- Distractions can get in the way of our ability to elaborate on certain messages, which decrease our persuadability -- Commercials with distracting MUSIC or Graphics
  10. 10. b. Comprehension -- A receiver must be able to comprehend the message -- Hence the importance of being a clear communicator – and if necessary an ambiguous one
  11. 11. c. Prior Knowledge -- The more knowledge you have on a subject the more you can engage in relevant issue related thinking -- The more knowledge you have the more likely you’ll process it centrally
  12. 12. Central Route Persuasion (high elaboration)
  13. 13. Argument Strength This is what the receiver will weigh when deciding to agree or disagree with the advocated issue.
  14. 14. Biased Message Processing When we Fail to Objectively evaluate a persuasive message 1. Prior Knowledge 2. Forewarning 3. Audience Heckling
  15. 15. Peripheral Route Persuasion (low elaboration)
  16. 16. Heuristic principles/peripheral cues 1. Credibility 2. Liking 3. Consensus 4. Others - # of arguments - length of message
  17. 17. Central vs. Peripheral Persuasion
  18. 18. A. Persistence of Persuasion Attitudes shaped through central processing will persist longer than those shaped peripherally
  19. 19. B. Attitude-Behavior Consistency Attitudes shaped through central processing will more likely influence our behavior than those shaped peripherally Cacioppo, Petty, Kao, and Rodriguez (1984) study on elections
  20. 20. C. Resistance to Counterpersuasion Central = more resistant Peripheral = less resistant

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