Psychology 3723F/G Lecture Notes - Lecture 5: Answering Machine, Fear Appeal, Elaboration Likelihood Model

• School: Western University
• Department: Psychology
• Course: Psychology 3723F/G
• Professor: Corey Isaacs

Document Summary

Early approaches: focused on what types of factors make ppl motivated to accept info. The yale model: attention > comprehension > acceptance (change must be reinforcing) The source: attractiveness, expertise, status, trustworthiness & likability. Rate believable & trustworthy sources more favourably than sources w low credibility. The message: fear appeal, strength, one vs 2 sided arguments. 70% chance of success at each stage > overall success to change attitude is 0. 7^5 = 0. 12. A variable can have different effects on different stages during message process - probability for success can be high for one and low for another. Compensation principle: opposing effects at different stages should produce curvilinear effects on persuasion (upside down u-shape curve) Eg: se has facilitative effect when we pay attention to something. Eg: more intelligent, more likely to pay attention to all aspects of argument. Point at which impact of reception and yielding declines.