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Lecture 15

PSYC 231 Lecture Notes - Lecture 15: Pocket Cube, Elaboration Likelihood Model, Cognitive Dissonance


Department
Psychology
Course Code
PSYC 231
Professor
stinson
Lecture
15

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PERSUASION
Change in private attitude or beliefs as a result of receiving a message
THEORY OF ATTITUDE CHANGE
Cognitive Dissonance
o Attitude Change results form drive to reduce cognitive dissonance by reducing
attitude behavior consistency
Dual Processing Model
o Elaboration Likelihood Model
Petty & Cacioppo (1986)
Two ways (“routes”) in which persuasive messages can cause attitude change
Central Route
High Motivation
High Cognitive Resources
For when people are motivated to think carefully about the
issue
Most effective when make strong arguments
Weak arguments will backfire people will counter argue
o People “elaborate” on a message (cognitive responses are key)
Listen carefully
Analyze content of message
Evaluate the source
Peripheral Route
Low Motivation
Less Cognitive Resources
For when people are not motivated, or are distracted or busy
Most effective when include cues that people use to make
decisions without a lot of thought
Associating the product with cool and attractive people
o People do not “elaborate”
Don’t pay close attention
Don’t stop to analyze message
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