9-30 - PEOPLE AS FAULTY COMPUTERS Attitudes & Attitude...

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PEOPLE AS FAULTY COMPUTERS Satisficing vs. Maximizing To say that we just try to do good enough for our current purpose-Satisficing We are always going to devote all we can to be rational (always trying to do best, achieve perfection)-Maximizing A function of… I. Motivation: How motivated are you to devote your limited cognitive resources? II. Ability: What are your cognitive resources? Elaboration Likelihood Model Central Route Process Thorough consideration of all aspects of the persuasion situation (especially central merits of the argument) Peripheral Route Processes “I like her, so I agree with her” “L.A.S. is an expert, she’s probably right” Think about the arguments, but not very much As you move up, devote mental resources, the ELM isn’t saying that all the bottom stuff doesn’t matter anymore, it’s saying that the bottom stuff impacts you less. Advocated Position (Attitude Object): “Seniors should pass a comprehensive exam in their major to graduate” I. Manipulated elaboration (through involvement with the issue): High (policy begins next year) vs. Low (policy begins in 10 years) II. Manipulated Argument Quality: Strong arguments vs. weak arguments given in support of issue. III. Manipulated Expertise of Source: High expertise (Ph.D.) vs. low expertise (high school) Low involvement pay more attention based on expertise. High involvement pay more attention to the arguments Sep.30 TH People As Faulty Computers People as scientists always try to be rational, accurate and logical, but cannot be a scientist all the time, limitation Even if you want to be rational, sometimes are unable. Criticize social cognition We have many limitation in human thought Not good to think people as a scientists, if they are unable to do this Satisfying vs. Maximizing Satisfying – good enough / sometimes good enough is maximizing/ just try to good enough, not profession – faulty computer Elaboration Likelihood determined by: I. Motivation II. Ability
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People as scientist is maximizing view / always try to best / always try to achieve profession People can do both Whether you choose, A function of…. 1. Motivation: How motivated are you to devote your limited cognitive resources? 2. Ability: What are your cognitive resources? –  You maximize you need both but its rare that you have both motivation and ability Elaboration Likelihood Model ( F ) Peripheral Route Precess – F ex. I like her, so I agree with her E LA.S. is an expert, she’s probably right Think about the arguments, but not very much E Central Route Process – ( Thorough consideration of all aspects of the persuasion situation (especially  central merits of the argument) Elaboration Likelihood determined by Motivation and Ability
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9-30 - PEOPLE AS FAULTY COMPUTERS Attitudes & Attitude...

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