PSYCH253 Lecture Notes - Lecture 9: Elaboration Likelihood Model, Physical Attractiveness, Polio Vaccine
Document Summary
Module 09: persuasion (cid:498)perceiver shaping reality(cid:499: what are the variables that lead persuasive attempts, looked at many factors to see which ones influenced whether or not the communication was persuasive. The yale school hovland, kelman, janis, and kelly: active vs, credibility, expertise, personal vs, trustworthiness, attractiveness, reason vs, discrepancy, once-sided vs, primacy vs. We are going to go through studies that examine these classical persuasion variables. Suggest that the ways the audience thinks about the message makes a big difference as to whether or not it is persuasive. The audience has two modes of responding. Chaiken & eagley controlled and heuristic processing: Petty & caciopo elaboration likelihood model: controlled processing: think about the image, heuristic processing: thinking without thinking. Low effort: use peripheral cues, counterargue rule-of-thumb heuristics. Cues trigger liking and acceptance often only temporarily. It is important to find the right person to deliver the message. When processing through the central route, the arguments are most important.
