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PSYCH 253 (142)
Lecture

Changing Attitudes and Behaviour

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Department
Psychology
Course
PSYCH 253
Professor
Hilary B Bergsieker
Semester
Winter

Description
Changing Attitudes and Behaviour Elaboration Likelihood Model (ELM) - When is persuasion effective and/or enduring? - When do we “elaborate” upon a message? o Elaboration: extent to which a person thinks about the issue-relevant arguments contained in a message  Attend to appeal  Attempt to access relevant info from memory  Scrutinize message’s claim(s) in light of recalled info  Draw inferences based on these analyses  Derive overall evaluation/attitude toward the claim(s) - - Central vs. peripheral route - Persuasion Principles - Cues o Direct eye contact, “personal testimonies”, giving creditability, providing expertise - Sleeper effect: forgetting to discount - Norms: Energy Conservation - - Reciprocity - we want to return favours o i.e. tips – when waiters leave mints/candy with the bill - Consistency - we prefer to keep our public commitments - Scarcity - we want things that are limited - Number of arguments - “10 steps beauty care” - Mindlessness – ag
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