PSY 102 Lecture Notes - Lecture 10: Sukha, Elaboration Likelihood Model, Mass Media
Document Summary
Iv: type of antismoking advertisement: no film or instructions. Scary film with quitting instructions: effects of ads on heavy smokers, control: didn"t really reduce, 70+ per day. Film alone: some reduction: 50+ a day. Iv #1: type of attitude: cognitively based attitudes (ex: coffee maker, what you think about it, affectively based attitudes (ex: perfume, how you feel about it. Iv #2: type of ad: utilitarian (ex: the reasons the brand is good) If you are going to persuaded by the argument itself, you have to be involve enough to process the information. Low personal relevance: totally different pattern of data, the weak argument (if given by an expert) have more agreement if it is given by an expert. Similar: especially if it is subjective preference attitude, affective attitudes; something more subjective rather than objective, rewarding in close relationships too.
