15.Slides - CognitiveResponseApproach...

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Cognitive Response Approach Cognitive Response Approach Major criticism: Assumes that  people always  think carefully  and rationally  about a message
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The Elaboration Likelihood Model The Elaboration Likelihood Model Little Mental Activity Thorough cognitive elaboration
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The Elaboration Likelihood Model The Elaboration Likelihood Model Attitude change can occur with or  without a lot of thought These models attempt to answer: When people will be more influenced by  message content   Vs. When they will be more influenced by  superficial characteristics  of the  message
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Elaboration Likelihood Model Elaboration Likelihood Model The central route  requires a  thoughtful analysis, or cognitive  elaboration, of the presented issues Message quality is most important The peripheral route  requires little  mental effort Factors other than message quality  are important
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Ads that appeal to central processing Ads that appeal to central processing
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Ads that appeal to peripheral processing Ads that appeal to peripheral processing
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This note was uploaded on 01/02/2010 for the course SOP 3004 taught by Professor Champers during the Fall '09 term at University of Florida.

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15.Slides - CognitiveResponseApproach...

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