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Lecture

PSYCH253 Lecture Notes - Classical Conditioning, Self-Perception Theory, Social Proof


Department
Psychology
Course Code
PSYCH253
Professor
Hilary B Bergsieker

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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
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