Persuasion

Persuasion - Persuasion Elaboration Likelihood Model...

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Persuasion Elaboration Likelihood Model Receiving Messages o relatable, relevant INVOLVEMENT Motivated to pay attention to it o If Yes or No: o Yes: Ability to process Yes or No Eventually, some kind of cognitive/attitude shift? If yes, one path, if no, another Central Route Processing- positive of negative attitude change, attitude is relatively enduring, resistant and predictive of behavior High involvement, central route, time, energy in it, appeals to logic o No: Strategies to use with people if not motivated/don’t have time to listen Peripheral cues/processing/route Get attention quick and fast Don’t educate them about message, put them in a good mood and use peripheral cues to persuade them to pay attention Peripheral route processing Receiver doesn’t think carefully, influenced by superficial cue (story, colors, music, speaker) Results temporary and subject to change o Central Route: Interested in message, attempt to determine
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Persuasion - Persuasion Elaboration Likelihood Model...

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