Chapter 7b - EmilyGrijalva,Psychology201 Oct.14,2009 Today

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Emily Grijalva, Psychology 201 Oct. 14, 2009
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Today   Two Models of Persuasive Messages Two Types of Processing or Two Routes to Persuasion Motivation and Ability   Attitude Change: Age and Cultural Differences Age and Attitude Change Culture and Attitude Change   Persuasion in the Health Domain: Fear Appeals Effectiveness of Fear Appeals Protection Motivation Theory  Propaganda What is it? War, Cults, and Everyday  Resisting Persuasion Inoculation against Persuasion Reactance Theory
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Two Models of Persuasive Messages Both cognitive response theory and heuristic persuasion influence the  effectiveness of persuasive communications Let’s integrate them into a single theoretical model! 1. SYSTEMATIC-HEURISTIC MODEL (Chaiken, 1980, 1987) Distinguishes between two types of  processing  that can occur in response to  a persuasive message -  systematic processing  and  heuristic processing 1986) Distinguishes between two types of  “routes to persuasion ” (processing)-  the  central route to persuasion  and the  peripheral route to  persuasion.
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Two Types of Processing or Two Routes to Persuasion  SYSTEMATIC-HEURISTIC MODEL Systematic processing:  careful analysis of the arguments in a message Heuristic processing:  superficial analysis of a message focusing on cues  indicating the validity or invalidity of the advocated position  ELABORATION LIKELIHOOD MODEL Central route:  attitude change results from a careful analysis  of the information (parallels systematic processing) Pe ripheral route:  attitude change results from noncognitive (e.g., affective)  factors (parallels heuristic processing) **Effectiveness of message depends on the type of processing**
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If processing  systematically  (central route), then attitude  change determined by  strength of the arguments If processing  heuristically  (peripheral route), then attitude  change determined by simple features or  heuristics  (called  peripheral cues  in the ELM) assumed to be valid  (i.e., famous source, long message) 
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motivation  and  ability  jointly determine which route is  activated REMEMBER: We only engage in effortful, demanding thought when absolutely necessary! Systematic processing occurs ONLY when the individual: 1. Is  motivated  to exert the necessary effort  AND 2. Has the  ability  to process the message carefully If either is missing, persuasion will occur via  heuristic processing (the peripheral route)   WHAT AFFECTS RECIPIENTS’ MOTIVATION OR ABILITY? Personal relevance
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Chapter 7b - EmilyGrijalva,Psychology201 Oct.14,2009 Today

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