19 - Motivation depends on whether it is relevant to you...

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Communications 102 20:40 Innovation and Attitude  - 2/19/10     Innovators, early adopters, early majority, late majority, laggards. 2.5% - innovators 13.5% - early adopters (take off of product) 34% - early majority 34 % - late majority 16 %- laggards (saturation) Exposure effect: if you have a neutral or positive attitude to something initially  the more you se it the more you will like it. Elaboration Likelihood Model (ELM) o People cant evaluate all messages o Two factors influence whether people “elaborate” on a message Motivation: is there a reason for me to pay attention to this message? Ability: Can I evaluate this message? o Message takes 2 routes o Central route: cognitive elaboration. Quality of the message really matters
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Unformatted text preview: Motivation depends on whether it is relevant to you Ability depends on prior knowledge, comprehensibility, amount of distraction, and repetition. o Peripheral route – little/ no elaboration. Don’t think too much about what the message is saying. Getting simple cues out of the message Sources of message are attractive (celebrities, experts) Number of messages (the more the better) Inability to process centrally (unclear message or many distractions.) o Processing Central vs. Peripheral Central: expertise is not important: argument quality is crucial. Peripheral: expertise cues acceptance: regardless of argument strength. o Strong vs. Weak arguments...
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This note was uploaded on 01/30/2011 for the course COMM 102 taught by Professor Bushman during the Spring '08 term at University of Michigan.

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