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Changing Attitudes and Behaviour - January 30 2013.docx

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University of Waterloo
Hilary B Bergsieker

Persuasion Psych253- January 30 2013 Elaboration Likelihood Model (ELM) - When is persuasion effective and / or enduring? - When do we “elaborate” upon a message? o Elaboration: etent to which a person thinks about issue relevant arguments contained in a message  Attend to appeal  Attempt to access relevant info from memory  Scrutinize message’s claims in light of recalled info  Draw inferences based on these analyses  Derive overall evaluation/ attitude toward the claims o We have High ELM  Analytical and Motivated  High effort, elaborate, agree or counter- argue  Arriving to what you’re hearing and what you already know  Counter arguing o We have Low ELM  Not analytical or involved  Low effort, use peripheral cues, rule of thumb heuristics (shortcuts)  Cues trigger liking and acceptance but often only temporarily - Central Route o Careful scrutiny of persuasive message - Peripheral Route o Not doing a whole lot of cognitive thinking o Looking for cues whether to believe message or not - Attitudes towards mandatory comprehensive exam o Manipulated whether it would be relevant sooner or later o Predictions were some were going to take peripheral or central o If it was more personal to you they would take that more motivated central route o If it were further away it’d be peripheral o People only taking peripheral route (easy heuristics) it depends on who says it doesn’t even matter what the context is o If it was central, if people were giving strong arguments it would change their mind o High personal relevance  weak don’t care (Involved central) o Low Personal Relevance  Doesn’t matter who says it (Peripheral) Persuasive Principles Source Features - Credibility o Expertise o Sleeper effect  Forgetting to discount  After 6 weeks they were asked if they believe whether they believe the content of the argument  People who were told that it was discredited but they still are somewhat persuaded, there is no increase in belief  People who got the long message or the short and had the cue the discrediting after reading it, 6 weeks later they still show more belief  Message only, after 6 weeks they didn’t have increase in belief - Likability o Attractiveness o Similarity o In group status - Norms o What you think everyone does o Number of sources o Social proof o Two types of norms  Descriptive  Perceptions of what most others in group do  Injunctive norms  Perception of what group says we should do  Energy use study  290 households  Descriptive: Ps told their energy use was above or below average for neighborhood  Injunctive: Happy face if below, Sad face if above  For people who were above average, dropped when told descriptive  Boomerang effect, they actually started using more  High users down, Lower users up
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