Chapter 7 - Psych-2310

Chapter 7 - Psych-2310 - Chapter 7: Persuasion How do we...

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Chapter 7: Persuasion How do we process Persuasive Messages? - Persuasion: communication that is designed to influence one’s attitudes Routes to Persuasion Elaboration likelihood model (ELM) – a model describing two distinct routes of persuasion (central and peripheral) that are used to process persuasive messages - People focus on different aspects of persuasive message as a function of their involvement in the message content Central or systematic route : when a person thinks carefully about a communication message that is influence by the strength of the arguments - A type of processing of persuasive messages that occurs when people have the ability and motivation to carefully listen to and evaluate the arguments in persuasive message Peripheral or heuristic route : when a person does not think carefully about a communication message and is influences by superficial characteristics - A type of processing of persuasive messages hat occurs when people lack the ability and motivation to carefully listen to and evaluate a persuasive message, and hence are influenced only by superficial cues ELABORATION LIKELIHOOD MODEL OF PERSUASION (page 219) Factors that Influence type of Processing Used Two distinct factors: the ability to focus and the motivation to focus Ability to Focus - If you are distract ed, it is difficult to concentrat e on central m e ss a g es th at require gre at er processing – you m ay rely on p eriph eral cu es - People t end to a uto m atically acc ept inform ation th ey receive, only later do th ey process it a n d ecide wheth er to reject it - Even subtle factors that incre as e p eople’s a bility to concentrat e can lead to high er rates of central or syst e m a tic processing Motivation to Focus
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- Even if you h av e th e a bility to focus, you m ay not h av e th e m otivation to focus on processing central m e ss ag e s if you are uninvolved - With no m otivation, you are likely to rely on p eriph eral cu es, such a s length of m e ss a g e, th e course of th e m e ss a g e, a nd th e sp e e d at which th e m e ss ag e is d elivered Which route is More Effective? - Both are effective at ch anging p eople’s attitud es, although th es e different typ es of processing are effective in different ways a nd for different p eople - Messag es that are high p erson al relevanc e m otivate us to p ay att ention, a n d a s long a s we h av e th e a bility, we process such m e ss a g es centrally - On th e oth er h and, m e ss a g es of low p erson al relevance or that n e e d to b e process ed while we h av e little att ention to d evote to th e m are process ed p eriph erally - Interestingly, th e s a m e cue can b e process ed in different ways - Although p ersu asion can a nd do es occur through both th e central a nd th e p eriph eral routes, attitud e ch ang e th at is b as e d in central route processing is long er-lasting a n d m ore resistant to future p ersu asion efforts What Factors Influence Persuasion? Source:
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This note was uploaded on 04/18/2011 for the course PSYC 2310 taught by Professor Safdar during the Spring '11 term at University of Guelph.

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Chapter 7 - Psych-2310 - Chapter 7: Persuasion How do we...

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