PSYC 231 Lecture Notes - Lecture 6: United States Department Of War, Elaboration Likelihood Model, Consumerism

• School: University of Victoria
• Department: Psychology
• Course: PSYC 231
• Professor: James Gibson

Document Summary

The process by which a message changes a persons attitudes or behaviours. What elements need to be present for persuasion to happen: The source of the message: who is trying to persuade. The message itself: what is the point and how does this message make its point. The target or audience: who is receiving the message. At end of second world war someone was contracted to work for the us war department to see how propaganda could be used to gain public support for the us war campaign. Identified 4 steps in persuasion- attention, comprehension, acceptance and retention. Approach that considers the three factors that influence persuasion. If the message source is more attractive, it will be more persuasive. Likeable people are particularly effective in eliciting persuasion in video and audio messages because people thought less about the communicator if it was in writing.