PSY 0105 Lecture Notes - Lecture 4: Elaboration Likelihood Model, Attitude Change
Document Summary
Persuasion: process by which a message induces change in beliefs, attitudes, or behaviors. Central route: people focus on arguments and the quality of those arguments; more likely to do this is they are motivated or interested in the issue. Most effective when strong arguments are made, otherwise people who are invested will counter argue. Attitude change tends to last longer because they are more invested and is more predictive of behavior. Peripheral: people are influenced by incidental cues; things presented along with the message. Use when people are not very motivated or engaged in the particular domain. Familiar, easily understandable, gut" impression, don"t require a lot of thought. Associating product with cool or popular people. Central cues should matter more among engaged, and peripheral would matter more for disengaged. Good feelings should enhance positive feeling and correlate the feeling with product. Alarming people with scary or graphic consequences, can be effective. Needs to be paired with a solution.
