COMM 89 Lecture Notes - Lecture 6: Elaboration Likelihood Model, Cognitive Dissonance
Document Summary
Use (cid:862)heuristi(cid:272)s(cid:863) to pro(cid:272)ess i(cid:374)fo (cid:894)rules used as (cid:373)e(cid:374)tal shortcuts) Change occurs because of social agents using communication. E(cid:454)a(cid:373)ple:// attitude: (cid:455)ou feel that it"s good to (cid:271)e health(cid:455) belief: you believe that ice cream is unhealthy behavior: you eat lots of ice cream. Produ(cid:272)es disso(cid:374)a(cid:374)(cid:272)e: (cid:449)hat (cid:455)ou"re doi(cid:374)g does(cid:374)"t (cid:373)at(cid:272)h what you think. To persuade: provoke dissonance, and then provide your way to reduce it. Shift the belief, the attitude, or the behavior. Attitude: (cid:455)ou feel that it"s good to (cid:271)e health(cid:455) Belief: you believe that ice cream is unhealthy. De(cid:272)ide i(cid:272)e (cid:272)rea(cid:373) is (cid:374)ot that u(cid:374)health(cid:455) reall(cid:455); (cid:272)o(cid:374)(cid:448)i(cid:374)(cid:272)e (cid:455)ourself that it"s not good to be healthy; or quit eating ice cream. This is the o(cid:374)l(cid:455) thi(cid:374)g i eat that is u(cid:374)health(cid:455); i"(cid:373) goi(cid:374)g to e(cid:454)er(cid:272)ise later . Being healthy is good, but not all there is to life. (cid:449)he(cid:374) (cid:862)(cid:373)i(cid:374)i(cid:373)al justifi(cid:272)atio(cid:374)(cid:863) (cid:894)for (cid:271)eha(cid:448)ior(cid:895) -> more dissonance -> shift attitude.
