Psychology 2990A/B Lecture Notes - Lecture 8: Elaboration Likelihood Model, Miller Lite, Attitude Change
2 Dec 2014
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Lecture 2 for final: consumer psychology: the psychology of attitude change: message learning approach, cognitive response model, elaboration-likelihood model. Prologue: attitude change is big business: average person in na exposed to 1500 persuasive attempts in a single day, about half come from advertisements. Advertisements in canada, $ 10 billion per year. Affective response (emotional responses love, hate, like) Part 1: the message learning approach (hovland and the yale group ) In order to be persuaded, the learner must learn the message: a. Four sequential stages of message learning: 1. Comprehension (understand the content of the message: 3. Also known as attitude change: 4. Attitude change (message leaning) is not easy: e. g. 33% success rate isn"t bad if you"re talking to large number of people. (let"s say a million people: the miller lite beer commercials ( tastes great , less filling ). Target audience guys who watch sports and drink beer)
