PSYCH 221 Lecture Notes - Lecture 12: Elaboration Likelihood Model, Mouthwash, Listerine
Document Summary
Psych 221 lecture 12 attitude change. Match message to type of attitude: affective attitudes use affective messages, cognitive attitudes use cognitive messages. Yale attitude approach: who said what to whom, who: source of the communication. One sided or two sided (usually best as long as you have evidence against opposing side) Strong or weak arguments: whom: audience. Iq level low (slightly easier to persuade) vs. high: has many elements, does not address. Distracted, involved, high need for cognition (how much people like to think: yes central route/systematic route. When processing the message, the most important feature is argument quality (what is said) Produces attitudes that are long-lasting, resistant to change. Source does not matter: no peripheral route/heuristic route. Focus on the source of the expertise, attractiveness, length of message (how and who says the message) Produces attitudes that are temporary, susceptible to change. Source matters: attractiveness (low < high), clothing, apparent need ( because )
