PSYC 1 Lecture Notes - Lecture 4: Elaboration Likelihood Model, Master Sergeant, Group Polarization
18 May 2020
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2 main routes to persuasion: central route: someone presents an argument and you think it through it, weighing it and all the logic behind it, critically (persuasive message), based on content of msg. E. g. , buying a computer: technical details, usefulness etc. : peripheral route: making decisions based on other attributes such as the person"s personality (superficial element of message), not based on content, but visual. E. g. , buying a computer bc of a celebrity, it"s cool etc. , Core assumption: we do not process all persuasive communications in the same way: what the message is (content of communication) Fear appeals study (leventhal, watts & pagano, 1967) Fear appeals must be moderate, not too scary or too bland. Participants were ppl who wanted to quit smoking. Examined the effects of fear appeals on smoking behavior: film only: given gruesome film about effects of smoking, instructions only: given pamphlet w tips and discussion for quitting smoking, film + instructions.
