PSYC 2120 Chapter Notes - Chapter 7: Elaboration Likelihood Model, Normative Social Influence, Risk Perception
7 Nov 2013
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Persuasion: communications that are designed to influence peoples attitudes and behavior. Two routes of persuasion: systematic/central route type of processing of persuasive messages that occur when people have the ability and motivation to carefully evaluate the arguments in a persuasive message. Ex: if you are thinking of buying a car, you decide to read the consumer report and then test drive several cars, and evaluate their different features. Ex: after reading a political debate you made decide to vote for a candidate because you like the sound of the person"s voice or the person went to the same university as you did. Ex: you see a television ad in which an attractive man or woman drives a sleek looking car very fast down winding roads in scenic area you might make your decision based on these superficial characters. Elaboration likelihood model (elm): a model that argues describing two distinct routes that are used to process persuasive message.
