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Textbook Summary for Final

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University of Toronto St. George
Dax Urbszat

Chapter 5 The Yale Attitude Change Approach: empirical research on the effects of persuasive communications; provided facts about the communicators credibility, message appeals, and audience members personality traits. The HovlandYale model of persuasion: Communication Message Learning Attitude Change The Cognitive Response Model of persuasion: asserts that peoples own mental reactions to the message play a critical role in the persuasion process, typically a more important role than the message itself. Communication Cognitive Responses Attitude Change 1. Proarguements 2. Counterarguments 3. Thoughts that a) Originate with the message, b) Creatively elaborate on the message, or are c) Irrelevant to the message Forewarning occurs when a persuader warns people that they will soon be exposed to a persuasive communication. Distraction: Off-beat communication effect; sometimes people are distracted from paying attention to a communication to which they disagree. Dual-process Models: claim that there are two different mechanisms by which communication affects attitudes. 1) Heuristic-Systemic Model 2) Elaboration Likelihood Model- the two routes to persuasion are referred to as the central and peripheral routesprocesses. When processing peripherally, people invariably rely on simple decision-making rules or heuristics. ELM: the key factors that determine processing strategy are motivation and ability to process a message. Individuals are high in involvement when they perceive that an issue is personally relevant or bears directly on their own lives. They are low in involvement when they believe that an issue has little or no impact on their own lives. The need for cognition: a need to understand the world and to employ thinking to accomplish this goal. People who score high in need for cognition prefer complex to
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