COMM 89 Lecture Notes - Lecture 7: Antibody, Elaboration Likelihood Model, Attitude Change
Document Summary
Persuasion results from elaboration; thoughtful consideration of argument. Persuasion is result of attention to superficial cues in the context; heuristics. So low motivation &/or ability means low cognitive elaboration. E. g// (cid:449)hat i a (cid:862)stro(cid:374)g argu(cid:373)e(cid:374)t(cid:863)? (chaiken and others) Systematic is like central processing and heuristic is like peripheral processing (mental shortcuts) Using heuristics is default (to conserve mental effort) Processes are parallel, not separate routes (can do both at once) Far left (total government ownership/control (socialism), government run everything; Focus: the attitudes we bring to persuasive encounters matter! Example range of attitude positions: redistribution of wealth) ------------------ far right (complete free market, no government influence on capitalism) Towards right (limited regulation, ex:// fda drug approval; pro-competition laws; low taxes. Middle (more regulation okay, ex:// labor laws (min wage); fed vs state education issues etc. ) Towards left (heavy government intrusion, ex:// government run health/banking; welfare state; high taxes)
