PSYB10H3 Chapter Notes - Chapter 8: Beautiful Music, Metacognition, Master Sergeant
Document Summary
Both models are di erent but they both say that sometimes people process things mindlessly and sometimes they do it deeply. Elaboration-likelihood model (elm) 2 routes to persuasion: central & peripheral; tries to see how likely it is that the person will elaborate on the message. Heuristic-systematic model (hsm) 2 routes to persuasion: systematic & heuristic. Central (systematic) route people think carefully about content of persuasive message in terms of its logic and strength of its arguments and related evidence and principles. Peripheral (heuristic) route people attend to relatively easy-to-process, super cial cues about a message, such as length or expertise or attractiveness of the source of msg. Motivation and ability determine if we will process centrally or peripherally. Motivation to devote time and energy message has personal consequences so it re ects our goals or interests so we will use central.
