Psychology 2990A/B Lecture Notes - Lecture 8: Elaboration Likelihood Model, Miller Lite, General Motors

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

Document Summary

Lecture: persuasion the psych of attitude chance: measure learning approach, the cognitive response model, the elaboration likelihood model. Prologue: attitude change is big business: average person in north america is exposed to over 1500 persuasive attempts in a single day! Designed to influence attitudes: defining attitudes: an evaluative response toward an object or issue (expresses favor or disfavor) Part 1: the message learning approach (hovland and the yale group : four sequential stages of message learning: (1) attention (must notive the message); (2) comprehension (understand content of message); (3) yielding (accept conclusions of message) Attitude change; (4) retention (remember message and attitude): attitude change (message learning) is not easy! 80 will attend to message (100 x . 8) 64 will comprehend the message (80 x . 8) 51 will yield to conclusions (64 x . 8) 41 will retain new attitude (51 x . 8) [only 33 people will act on their new attitude! (41 x . 8)]