COM 1000 Lecture Notes - Lecture 14: Elaboration Likelihood Model, Physical Attractiveness
Document Summary
Persuasion: the process by which attitudes or behaviors are influenced as a result of receiving a message. Vary according to whether they recognize unintentional influence as persuasion. Predicts the likelihood that receivers will elaborate a message under various circumstances . Suggests that people want to make correct decisions about how to respond to persuasive messages. Motivation and ability are the two determinants of the extent to which receivers engage in message elaboration to process the message. Central route processing: persuasion achieved by the quality of the arguments in a message. Peripheral route processing: occurs when receivers are influenced by factors other than argument quality. (ex. Peripheral cues: factors based on the outside the message. Central route factors: things that make elaboration more likely. Source expertise: refers to receivers" perceptions of the source"s (persuader"s) knowledge, qualifications, and competence. Has its most direct impact on persuasion as a peripheral cue. If the issue is personally relevant to the receiver.
