MMC-2000 Lecture Notes - Lecture 6: Elaboration Likelihood Model
26 Oct 2016
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Document Summary
Goal: reach the desired ends through an honest means. Persuasion: the faculty of observing in a given case the available means of persuasion. Persuasion as enlightenment: an opportunity to view a different perspective. Arguing to create understanding (not just to win) We process information in different ways based on motivation and ability. Central processing - give thoughtful consideration to the ideas and content in the message (motivated, invested) Peripheral processing - may be persuaded by peripheral cues rather than message content itself (through one ear, out the other) Context: equal opportunity to persuade, doesn"t exist, because money is needed, complete revelation of agendas, critical receivers, receivers who can evaluate what is being said, testers, informed public. Agent: takes communication seriously, take responsibility for consequences, fosters informed choice, giving audience enough information about both sides/one side of point, appeals to the best in people (not the worst, don"t turn people away. Receiver: aware of attempts to in uence, stay vigilant.
