PSYC 2310 Chapter Notes - Chapter 7: Prosocial Behavior, Pole And Polar, Richard Petty

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

Document Summary

Elaboration likelihood model (elm) of persuasion: people focus on different aspewcts of a persuasive message based on their involvement in the message content. Central or systematic route: process of thinking carefully about a communication message and are influenced by the strength of the arguments: example: buying a car and thinking carefully about it, looking at reviews, going on test drives. Strong messages emphasized benefits for education, while weak messages emphasized benefits for campus yards. Students who listened to the messages without distraction were persuaded by the strong messages and not the weak messages. Students read two phrases and rated agreement with each phrase. Each pair of phrases included one familiar metaphoric phrase and second a more literal statement that meant the same thing. Participants" involvement on the task was manipulated by informing some that the task was a test of their language skills and that the result of the test would be compared to the national sample increased students" involvement.