Psychology 3723F/G Lecture Notes - Lecture 5: Elaboration Likelihood Model, Attitude Change, Answering Machine
11 Feb 2018
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What motivates people to change their attitudes rather than stick w/ ones they have. What makes good persuasive message: informative approach vs. persuasive approach, adding humor (likable elements, concise (keep viewer"s attention, add statistics. Depends on attitude object (laundry machine vs. perfume) What makes people change their attitude (cognitive influences on attitudes)- thoughts, beliefs ex: political ad: if new info is presented, expert saying it (source of message, credibility of that person, if person is similar to us. Who says what to whom w/ what effect? . Attention comprehension acceptance (aca: attitude change must be reinforcing need to see it, understand it, and it must be reinforced (not enough w/ just other 2) Depends on attitude object and person not specific enough, not easily applied. What question is being answered, but not how . Presentation attention comprehension yielding (acceptance in hovlands model) Retention (whether you actually accept it, depends on many things) behavior (remember that change and actually do it)
