PSY BEH 104S Lecture Notes - Lecture 7: Elaboration Likelihood Model, Psych
14 Dec 2016
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Risky: could disrupt processing, denial, or result in negative emotion. Research results conflicting: persuasion gives fear for a while then turns into denial, ** key factor may be ability to effectively act on fear** (like self- efficacy) Fear plus instructions was the most effective treatment. Subliminal persuasion can work: pair product with positive or negative stimulus presented below levels of conscious awareness. Idea originated in 1950s: debunked by research, but good evidence for subliminal priming. Showed people happy, control, angry face before being shown chinese ideographs, rated how much they liked the ideographs: limited effect. Variables that affect persuasion: who, what, to whom. Involvement, relevance: passively engaging with advertisements, being persuaded with convincing and seeking out information, very motivated to seek answers. Elaboration likelihood model: how likely a person is to elaborate on a message, people think more deeply about persuasive appeals at some times than at others.
