Psychology 2800 Lecture Notes - Lecture 7: Elaboration Likelihood Model, David Beckham, Dermatology
6 Apr 2016
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Central route processing creates opinions that are resistant to change: people rely on the message and their own reflections, more cognitive effort makes more entrenched positions. The elaboration likelihood model (elm: petty and cacioppo (1986) People react to persuasive communication by reflecting on different aspects of a persuasive message as a function of their involvement in the message content and their ability to process the message. The source: the person or organization who delivers a persuasive message. If we don"t find the source likeable, it will be hard for that source to persuade us of anything! Persuasive messages from our own groups" members, who are generally more liked than members of other groups, are more effective. The tactics used to communicate a concept to an audience (the actual word or images: 2. How the message is put together (length, repetition: message content. The attraction or aversion a person feels towards an object, event, or idea.
