PSYCH253 Lecture Notes - Lecture 9: Psych, Comfort Food, Elaboration Likelihood Model
Document Summary
Internal sources of attitude change: behaviour leads to attitude change (eg dissonance, self-perception) External sources of attitude change: social in uence also changes our attitudes! (hovland) Persuasion: the process in which a message induces change in beliefs, attitudes or behaviour (myers) Given what we know about attitudes, in what 2 ways can we persuade someone: persuasion: central (cognitive, re ective, slow) vs peripheral routes (implicit automatic association you have with your attitude, unconscious) Elaboration likelihood model: central route processing leads to stronger attitude change; involves processing of the core ideas of the message, relevant content. May not always be an option: peripheral route processing relies on cues that are no directly tied to the message content. Affective feelings toward the message or speaker. Complexity of the argument, perceived expertise of the speaker. Perfume example; can"t persuade that the smell is better than another, implicit peripheral cues.
