PSYCH-225 Lecture Notes - Lecture 13: Psych, Physical Attractiveness, Elaboration Likelihood Model
25 Sep 2020
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Persuade a person to change their attitude. Different variables that would affect attitude change. Message learning divided into cognitive response and heuristic approach which were then combined into elaboration likelihood model. People of low intelligence are more easily persuaded. People of low self esteem are more easily persuaded. Flip flop position- high self esteem will stick with decision. A persuasive message has to be comprehendible to be persuaded. People are more convinced by more arguments trying to persuade them. Scaring people into a behavior- brushing your teeth. Print is more effective than video if you get people to read through the content of the print. Face to face is more effective than media like tv ads. What matters is nature of response to message. Positive cognitive response, more inclined to change position and vice versa. When people really pay attention to the content- the cognitive response matters. How position is being presented will persuade (physical attractiveness, catchy slogans, seem credible)
