SOC 345 Lecture Notes - Lecture 7: Elaboration Likelihood Model
Document Summary
Attempts to influence other people"s actions and behaviors. Proposes that there are two different routes, central and peripheral, that an individual may take when processing information. Central route- attending to and evaluating a given message. Persuasiveness can be impacted by increasing the personal relevance of an issue to an audience. Changing the likeability, attractiveness, and credibility of a source can impact persuasiveness. More likely to occur when the actor has the ability and motivation to process information. If an attitude is formed through the central route, their attitude will be more resistant to subsequent persuasion attempts. For example, if someone has formed an attitude towards smoking through the central route. The source: the person or organization who delivers a persuasive message. Similarity between the source and the audience increases persuasiveness. Likeability-- if people don"t find the source likeable, it will be hard for that source to persuade people of anything. The tactics used to communicate a concept.
