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

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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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Document Summary

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 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: 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. 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.

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