PSYC 351 Lecture Notes - Lecture 7: Mass Media, Elaboration Likelihood Model
Document Summary
Persuasion in everyday life (rule et al. , 1985) Getting someone to do favor/help; engage in an activity. Getting someone to do something against their self-interest. The method by which a message induces change in beliefs, attitudes, or behaviors. Other times, messages can be subtle but pervasive. Elaboration likelihood model (petty & cacioppo, 1986) (or heuristic - systemic model [chaiken, 1987]) An explanation of the two ways in which persuasive communications can cause attitude change: centrally or peripherally. Central route: people elaborate on a persuasive communication, listening carefully to and thinking about the arguments. Occurs when people have both the ability and motivation to listen carefully and think about the argument. Peripheral route: the case whereby people do not elaborate on the arguments in the persuasive communication but are instead swayed by peripheral cues (e. g. , surface cues). Occurs when we are busy, distracted, or uninvolved. Positive cues trigger acceptance but may be only temporary.
