PSY 319K Lecture Notes - Lecture 11: Elaboration Likelihood Model, Implicit-Association Test, Cognitive Dissonance
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Tuesday, october 10, 2017 tuesday, october 17, 2017. What is an attitude: a positive, negative, or mixed (ambivalent) evaluation of a person, object, or idea. Persuasion: change in private attitude or belief as a result of receiving a message. Yale attitude change model: hovland, janis, & kelley (1953) Identified factors affecting the effectiveness of a persuasive appeal: source of communication, credibility, perceived expertise, attractiveness, physical, personality attributes, humor, nature of communication, motive behind communication. Is the motive to influence obvious: argument strength, one vs. two-sided, two-sided: positive and negative aspects, nature of audience. Elaboration likelihood model: petty & cacioppo (1986, t(cid:449)o (cid:449)a(cid:455)s (cid:894)(cid:862)(cid:396)outes(cid:863)(cid:895) i(cid:374) (cid:449)hi(cid:272)h pe(cid:396)suasi(cid:448)e (cid:373)essages (cid:272)a(cid:374) (cid:272)ause attitude (cid:272)ha(cid:374)ge. It depends: best st(cid:396)ateg(cid:455) (cid:449)ith deali(cid:374)g (cid:449)ith , weak argument, low motivation, less cognitive resources; distracted. Motivation: factors influencing the motive to process a message carefully, personal relevance, petty, cacioppo, & goldman (1981, listen to arguments in favor of mandatory comprehensive exams.
