PSY 103 Lecture Notes - Lecture 22: Elaboration Likelihood Model, Stereotype Threat, Race Matters
18 Dec 2016
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The central route to persuasion - high elaboration. Circumstances of high elaboration - engage cognitively - think about the argument. Requires investing enough time & effort to evaluate the evidence & reason logically about a decision. The peripheral route to persuasion - low elaboration - based mostly on emotions - slip it around the edges. Circumstances of low elaboration - hope to persuade you w/out letting you think much. Most tv commercials w/actors - if __ does/uses it, then i want to use it too! . If for any reason you associate something w/feeling happy, you form a favorable attitude toward it. Would like to define in advance what are circumstances that would lead to high or low elaboration. Martin & marrington: morning ppl vs evening ppl. Ppl are more likely to elaborate at the right time of day b/c that"s when they have the cognitive (think about it more) resources available - want to pay attention.
