PSY320H1 Lecture Notes - Lecture 8: Cupcake, Small Favor, Product Placement
Document Summary
Elaboration likelihood model (elm: central route = thinking rationally and deliberately about the message, elaboration on the message argument content (strong arguments= persuasive, requires motivation: Less impact of being influenced by content-irrelevant factors: we are motivated to feel like we hold correct attitudes. But somewhat negative mood may prepare us for action, incline us more towards central processing: peripheral route: processing message without active thinking about content/attributes/arguments in the message => (most messages are processed this way) If audience is informed on both sides and is not already committed to the view of the message, use a two-sided argument and refute counter-arguments effectively (inoculation). (long term attitude shift) But when instructed to pay close attention to a persuasive message vividness had no effects on persuasion (if strong message then vividness not worth adding/ also if vividness inauthentic, then might effect credibility: having said that.
