Psychology 2070A/B Study Guide - Midterm Guide: Carl Hovland, Elaboration Likelihood Model, Authoritarian Personality

• School: Western University
• Department: Psychology
• Course: Psychology 2070A/B
• Professor: Irene Cheung

Document Summary

Midterm 2- persuasion, conformity, group in uence: average american is exposed to between 247 and 3,000 ads per day, carl hovland et al. Attitudes resulting from the central route are more: accessible, persistent and stable, resistant, likely to predict behaviour. Participants who were presented with 3 strong arguments were much more involved than people who were presented with. Message length: process message lazily, longer message = more valid, process message carefully, length is a two-edged sword. Informational strategies presentation order: primacy effect and recency effect, miller & campbell (1959) jury simulation study, read summary of plaintiff"s case, read summary of defendant"s case, then make a decision. Informational strategies: message discrepancy, how discrepant should a message be from the audience"s existing position, extreme position vs. Become lazy processors of information want to maintain happy mood. Need for cognition (nc: high-nc information-oriented appeals, low-nc peripheral-oriented appeals.