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CMN 152 final review sheet

CMN 152 final review sheet - CMN 152 DUAL PROCESSING MODELS...

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CMN 152 DUAL PROCESSING MODELS Cognitive response model People are active information processors A person’s cognitive responses to a message have an effect on persuasion Cognitions generated in response to persuasive messages determine both the direction and magnitude of attitude change People actively relate information contained in a persuasive message to their existing feelings and beliefs about the message Cognitive responses vary in terms of favorability and magnitude Different messages features can impact the predominant valance of target- generated thoughts The thought-listing task is a method for assessing cognitive responses Messages that prompt predominantly favorable target-generated thoughts should be persuasive Messages that prompt mostly unfavorable target-generated thoughts should be unpersuasive For messages that elicit mostly favorable thinking, enhanced thought should increase persuasion For messages that elicit mostly unfavorable thinking, enhanced thought should decrease persuasion General processing notions Langer’s study Mindful versus Mindlessness Dual Process Models ELM (Elaboration likelihood model) and HSM (Heuristic-systematic model) posit 2 routes to persuasion The central (ELM) or systematic (HSM) route is characterized by comprehensive issue-relevant thinking The peripheral (ELM) or heuristic (HSM) route is characterized by the use of simple judgment rules The two routes exist on a continuum of elaboration Two broad classes of factors influence degree of elaboration: ability and motivation Ability o Distraction o Prior knowledge Motivation o Involvement o Need for cognition o Multiple sources with multiple arguments
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Nature of persuasive process Under conditions of high elaboration the resulting attitude depends upon whether the person has predominantly favorable or unfavorable thoughts about the advocated position Operation of simple judgment cues is inferred from the influence of peripheral cues on attitudes Types of simple judgment rules include credibility, liking, consensus, and superficial message characteristics Changes in attitude that result mostly from central/systematic processing will show greater temporal persistence, greater prediction of behavior, greater resistance to counterpersuasion Differences in the models According to ELM, one route tends to be dominant HSM makes specific predictions on how the two routes impact each other (guided by the sufficiency principle) o Sufficiency principle o Additivity effects o Interaction effects Source Characteristics Credibility Liking Similarity Attractiveness Credibility Judgment made by a message recipient Concerns the believability of a message source Expertise and trustworthiness are dimensions of credibility Factors Impacting Credibility Information concerning education, occupation, and experience Nonfluencies
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