Psychology 2990A/B Lecture Notes - Lecture 9: Carl Hovland, Elaboration Likelihood Model, Miller Lite

• School: Western University
• Department: Psychology
• Course: Psychology 2990A/B
• Professor: Mahi Singh

Document Summary

Persuasion the psychology of attitude change: the message learning approach, the cognitive response model, the elaboration likelihood model. Prologue: attitude change is big business: average person in na is exposed to over 1500 persuasive attempts in a single day. In canada advertising costs 10 billion dollars a year; These are all designed to influence our attitudes. (expresses favor or disfavor: defining attitudes: an evaluative response toward an object or issue. Three types of evaluative responses: behavioral response (approach/avoid; buy/not buy); spiders, affective (emotions love/hate/like); chocolate cake, cognitive (evaluative beliefs); hondas / nuclear power plants. Part 1: the message learning approach (hovland and the yale group ) 1950"s carl hovland and a group of researchers at yale. How to persuade people to be dedicated soldiers. In order to be influenced by a message the message must first be learned. Four sequential stages of message learning: attention (must notice the message), comprehension (understand the content of message), yielding (accept conclusions of message)