PSYC 2310 Chapter Notes -Elaboration Likelihood Model, Usain Bolt, Cognitive Dissonance

• School: University of Guelph
• Department: Psychology
• Course: PSYC 2310
• Professor: Saba Safdar

Document Summary

Elaboration likelihood model: people focus on different aspects of a persuasive message based on their involvement in the message content. When thinking carefully about a message and are influenced by the argument, the central, or systematic route is used: doing research and test driving a car before buying it. When people do not think carefully about the message they are influenced by superficial characteristics and use the peripheral or heuristic route to persuasion: buying a car based on a flashy commercial. Two distinct factors of influence: ability to focus, motivation to focus. If you have the concentration, but are not interested or involved in the message you lack motivation: you will rely on peripheral cues which are associated with the context of a message rather than the content. When messages are easy to comprehend, central processing can occur. Central and peripheral processing are both effective methods of persuasion: central.