PSYC 1115 Lecture Notes - Elaboration Likelihood Model, Cognitive Dissonance, Psych
Document Summary
Getting someone to do/believe/feel what you want them to do/believe/feel. Advertising techniques: routes to persuasion: central vs. peripheral. People who agree to a small action tend to comply later to a larger one. Start with such a big request, get door in face. Start with car, end with for coffee. By comparison to original request, the final request is harmless, inconsequential. Leads to elaboration likelihood model (elm: central route [elaboration is likely] Expect people to motivated and able to pay attention to arguments. Give people persuasive arguments and back them up: peripheral route [elaboration unlikely] When we think people will not be motivated and will not pay attention to our arguments. Motivated to process info able to process info (not distracted, sufficient knowledge to be able to comprehend argument; need basis) if arguments are high quality and initial attitude wasn"t that strong leads to attitude change! Not motivated to process info not able to process info feeling positive.
