COMM 325 Lecture Notes - Lecture 12: Elaboration Likelihood Model, Influenza Vaccine, Antibody
20 Jan 2017
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Yale attitude change approach: persuasion requires learning . Comprehend, learn and remember: you are not a sponge that takes in all persuasion, but you have to comprehend the messages in order to be persuaded by them. Cognitive response approach: people/our thoughts play an active role in persuasion. Forewarning: increases resistance to message via counter arguments, if you warn someone that you are going to persuade them, they start thinking about counter arguments. Explain distractions: less likely to form counter arguments when distracted. By music, humor, talking while ad is playing. When we are distracted, we are more likely to accept the message even if we do not fully agree with it. Strengthens our resistance to persuasive messages: works like a flu shot. Weak exposure to opposition coupled with arguments against = mental antibodies to ward off appeals. Ex: obama vs mccain: obama would talk about mccain"s military service.
