Psychology 2990A/B Lecture Notes - Lecture 6: Elaboration Likelihood Model, Miller Lite, Canadian Tire

• School: Western University
• Department: Psychology
• Course: Psychology 2990A/B
• Professor: Doug Hazlewood

Document Summary

Persuasion the psychology of attitude change: the message learning approach, the cognitive response model, the elaboration likelihood model. Designed to influence attitudes: defining attitudes (see also chapter 6): an evaluative response toward an object or issue (expresses favour or disfavour) Three types of evaluative responses: behavioural (approach/avoid; buy/not buy), affective (emotions love hate, like); e. g. i hate spiders, cognitive (evaluative beliefs) e. g. i believe honda have good cars ) Lecture 6 notes persuasion the psychology of attitude. Part 1: the message learning approach (hovlanf and the yale. The yale group says in order to be influenced by the message, people have to learn the message: four sequential stages of the message learning: (1) (2) (3) Yielding (accepting the conclusions of the message) critical stage in attitude change (4) Retention (if message learning persists overtime then we remember message and our attitude: attitude change (message learning) is not easy! If we"re 80% succesful with 100 people (80 people)