PSY320H5 Lecture Notes - Lecture 9: Elaboration Likelihood Model, Truism, Physical Attractiveness
Document Summary
Elaboration likelihood model (petty & cacioppo): two routes to evaluating message: in the central route the person thinks rationally about the message - we are there approximately 30% of time: The central route involves message elaboration, de ned as the extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication. The peripheral route processes the message without any active thinking about the attributes of the issue or the object of consideration. A: people are motivated to hold correct attitudes. B: yet the number of ideas a person can scrutinize is limited, so we tend to focus on issues that are personally relevant. C: personally relevant issues are more likely to be processed on the central route; issues with little relevance take the peripheral route (credibility cues take on greater importance) A: distraction disrupts elaboration as well, when distraction is made you may end up not being able to come up with counter-arguments to prevent persuasion.
