PSYC 170 Lecture Notes - Lecture 12: Subliminal Stimuli, Elaboration Likelihood Model, Carl Hovland
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Who says what to whom? : source (who) Attitude inoculation give weakened version of the other side, so that when they get the stronger version, they"ve already mounted resources against them. New study: instead of hitting people with weaker versions, put extremer versions of argument. Ex: lung cancer obviously has nothing to do with smoking! People moderate their arguments: everyone wants to seem reasonable. Helps if you already know your attitude. Source: new england journal of medicine, j. roberty oppenheimer vs. pravda. Interesting effect: sleeper effect -- tell information, then discredit source. Forget the (discredited) source, so you believe the message because that"s all you remember (even though the source was discredited: marc anthony effect (cleopatra"s husband) By making an opening statement, you can disarm a hostile audience and still say what you said you weren"t going to do. Ex: i come to bury caesar, not praise him but then marc. Within-subject design: same subject gets exposed to different communications.
