PSYC 332 Lecture Notes - Lecture 10: Visible Minority, Elaboration Likelihood Model
25 Jun 2018
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LECTURE 10 – June 21 st
Elaboration Likelihood Model
When we are motivated and able to pay attention, we take a logical, conscious
thinking, central route to decision making. This can lead to permanent change in our
attitude. ( more effective with adults )
The message is personally relevant
Fear can also be effective in making one pay attention, but only if it is moderate and a
solution is also offered. Strong fear will just lead to fight-or-flight reactions.
People with a higher need for cognition are more likely to choose the central route.
In other cases, we take the peripheral route. We do not pay attention to persuasive
arguments but are swayed instead by surface characteristics such as whether we like
the speaker. In this case although we do not change, it is only temporary (although it
is to a state where we may be susceptible to further change). (more effective with
adolescents, the route of emotions. “this is awful/tragic/heartbreaking”)
When people are feeling good, they will want to sustain this and will avoid focusing on
things that might bring them down again, so they take a more cursory peripheral
route.
oInitiatives to ‘cut back’ drinking because abstinence is often unsuccessful due
to alcohol being ingrained in Canadian culture. Whereas smoking campaigns
still promote abstinence because reducing smoking does not cause
physiological changes.
IN CLASS –
Can you come up with 7 social determinants of health?
Geography – depending on where you live, your access to healthcare will fluctuate. 1/3
of the northern healthcare budget is spent flying individuals to Edmonton for surgery.
(Churchill Manitoba)
Income and Social Status – health status improves at each step up the income and
social hierarchy. High income promotes living conditions such as safe housing and ability
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
When we are motivated and able to pay attention, we take a logical, conscious thinking, central route to decision making. This can lead to permanent change in our attitude. ( more effective with adults ) Fear can also be effective in making one pay attention, but only if it is moderate and a solution is also offered. Strong fear will just lead to fight-or-flight reactions. People with a higher need for cognition are more likely to choose the central route. In other cases, we take the peripheral route. We do not pay attention to persuasive arguments but are swayed instead by surface characteristics such as whether we like the speaker. In this case although we do not change, it is only temporary (although it is to a state where we may be susceptible to further change). (more effective with adolescents, the route of emotions. Whereas smoking campaigns still promote abstinence because reducing smoking does not cause physiological changes.
