PSYCO241 Lecture Notes - Lecture 5: Elaboration Likelihood Model, Advertising Campaign, Laugh Track

• School: University of Alberta
• Department: Psychology
• Course: PSYCO241
• Professor: Jamin Blatter

Document Summary

True or false: in reacting to persuasive communications, people are more in uenced by super cial images than by logical arguments. We don"t always process information in the exact same way. When we encounter a message that is meaningful or personally important the message id going to be e ective to the extent that it causes us to ns on favourable thoughts. Peripheral: if they have credentials, seek uently, we assume their message must be accurate. Also when it contains a long list of supporting arguments, fact and statistics and supporting experts. If it"s familiar, and positive response from audience, and presenter talking against their own advantage. Commercial videos: macintosh video is peripheral ( rst two) Vast majority o the times commercials are trying to trick us to take the peripheral route. Default is peripheral route unless we are motivated to take the e ortful central route. Why persuasion seems very logical sometimes and very illogical at other times.