ELM and COG theories

ELM and COG theories - Attitude 15:56...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Attitude 15:56 Elaboration Likelihood Model (ELM) Persuasion may occur through one of two routes: o Central-route processing: uses logical, information-based messages Requires audience motivation  and ability Results in long-term attitude change .This means the message has to involve information that will create  processing through the audience Ex. Quaker The Cholesterol Hunter There is  a lot of text information that you have to read and  understand There is a table that gives you logical information  People who have a concern for cholesterol with read this not your  average person o Peripheral-route processing: uses sensory or symbolic cues (music,  celebrity, images)  Results in short-term attitude change Ex. Matthew McConaughey Stetson ad It is all image There is a recognizable celebrity  o Some ads use both Mercedes Benz ad
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 4

ELM and COG theories - Attitude 15:56...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online