CMN 101 Lecture Notes - Lecture 7: Relate, Pole And Polar, Social Proof
Document Summary
Elaboration likelihood model (elm: message reception theory, general focus, cognitive processes and persuasive message effectiveness. Outcome of central route processing: pro- vs. counter-attitudinal argument, relate to social judgement theory if the persuasive message is somewhat similar to existing attitude, probably have some kind of attitudinal change. If persuasive message is against previous attitude, attitude would move in relation to persuasive message: argument strength/quality, compare with argument quantity if you present strong message, more likely to create attitudinal change than weak message. Outcome of peripheral route processing: activation and appraisal of heuristics, types of peripheral cues, reciprocation, consistency, social proof whether peers are agreeing with message as well, liking attractive, authority power over receiver, scarcity urgency. Understanding fear and fear appeals: early theory and research. Is creating fear effective: do fear appeals need to do something other than creating fear, eppm: fear appeals must do more than generating fear.
