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Lecture 6

PSYC 2310 Lecture Notes - Lecture 6: Elaboration Likelihood Model, Robert Cialdini, Toothpaste


Department
Psychology
Course Code
PSYC 2310
Professor
Saba Safdar
Lecture
6

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Week 6 Readings PSYCH 2310 Chapter 7 - Persuasion
What is persuasion?
- refers to the communication that is designed to influence a person’s attitudes
and behaviour
o these communications can be deliberate attempts to influence
attitudes, and they can be less formal (like the arguments you hear
from a friend who wants you to vote for a particular political
candidate)
Routes to Persuasion
- elaboration likelihood model (ELM): a model describing two distinct routes
that are used to process persuasive messages
o the two distinct routes?
1) central or systematic route processing: occurs when people
have the ability and motivation to carefully evaluate the
arguments in a message
2) peripheral or heuristic route processing: occurs when
people lack the ability and motivation to carefully evaluate a
persuasive message (more easily influenced)
So what factors the type of processing used?
- the ability to focus
o if you are distracted, it is difficult to concentrate on central messages
that require greater processing, and you may therefore rely on
peripheral cues
- motivation to focus
o with no motivation, you are likely to rely on peripheral cues. Which
are cues associated with the context of a message rather than the
content
Which route is more effective?
- both are effective at changing people’s attitudes (different types of
processing are effective in different ways, for different people)
- messages that are high personal relevance motivate us to pay attention, and
as long as we have no distractions, we process such messages centrally
- on the other hand, messages that are of low personal relevance or that we
need to process while distracted are processed peripherally.
- The same cue can be processed in different ways
o White teeth in a toothpaste ad
o Centrally white teeth could be a sign of effective toothpaste
o Peripherally white teeth are likely to be a cue of attractiveness
What factors influence persuasion?
- 1) Source (who delivers the message)
o Attractiveness
More persuasive than unattractive and less likeable people
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