PSY 210 Lecture Notes - Lecture 9: Drive Theory, Cognitive Dissonance, Elaboration Likelihood Model
8 Feb 2018
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Traditional approach (yale approach hovland, janis, and kelley): identified factors associated with persuasion. They were concerned about propaganda in germany. More persuasive if message appears not intended to persuade. Message that evokes strong emotion (especially fear) are more persuasive. Audience with low self-esteem more easily persuaded. If audience initially opposed , present 2-sided argument. If initially in favor , present 1-sided argument. Knowledge : the more the audience knows, the more difficult to persuade. Cognitive approach (the elaboration likelihood model) direction. Elaboration : scrutinizing arguments and developing own arguments in same. Central route : high elaboration hence degree of persuasion depends on quality of. Peripheral route : low elaboration hence distraction allows attitude change with arguments weak arguments and shallow processing. Trump"s whole campaign used the peripheral route ( build the wall lock her up drain the swamp ), never making a detailed, reasoned argument for anything. Don"t confuse intelligence (the ability to learn) with knowledge (the result of learning)
