PSY 2110 Lecture Notes - Lecture 7: Elaboration Likelihood Model, Product Placement, Ingroups And Outgroups
12 Dec 2017
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Document Summary
Persuasion: communication that is designed to in uence a person"s attitudes and behaviour. Elaboration likelihood model (elm): a model describing two distinct routes (central and peripheral) that are used to process persuasive messages. Central route processing: occurs when people have the ability and motivation to carefully evaluate the arguments in a persuasive message. High ability to pay attention to arguments (not distracted) Used for messages of high personal relevance. Peripheral route processing: occurs when people lack the ability and motivation to carefully evaluate a persuasive message, and therefore are in uenced only by super cial cues. Low ability to pay attention to arguments. Not as long lasting, people might change their mind easily. Speaker"s charisma: sometimes you are persuaded by their charisma and not their arguments. Trick: time, pressure, and interruption cause people to be distracted and not to think - more susceptible to the peripheral route. Jargon and technical complexity: more likely to lead to peripheral processing.
