CMN 101 Lecture Notes - Lecture 8: Elaboration Likelihood Model, Loadhigh, Mull
12 Dec 2016
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Lecture 8 - 10/25 - elaboration likelihood model (elm) & extended parallel. Cognitive processes and persuasive message effectiveness (how engaged you. Initial question: how can the inconsistent findings in persuasion research be. High mental load/high levels of cognitive effort. Elaboration = extent to which a person carefully thinks about issue-relevant. Mental shortcut path to accepting or rejecting a message without any active. Rely on activation and appraisal of heuristic cues (anything we encounter in our. Poles on a cognitive processing continuum that shows the degree of mental. Routes lay on a continuum effort a person exerts when evaluating a message. Measuring degree of elaboration = thought-listing technique . The same aspect of message of persuasion via central and peripheral routes can have different outcomes depending on the route. Factors affecting elaboration motivation: more influenced by what a message says: receiver involvement (personal relevance) As long as people have a personal sake in accepting/rejecting idea, they will be.
