March_9_Lecture_Outline - II. Cognitive Dissonance...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
March 9: Theories of Persuasion I. Elaboration Likelihood Model (ELM) Persuasion may occur through one of two routes: Central-route processing: uses logical, information-based messages - Requires audience motivation  and ability - Results in long-term attitude change Peripheral-route processing: uses sensory or symbolic cues (music, celebrity,  images)  - Results in short-term attitude change
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: II. Cognitive Dissonance Theory-Dissonance: the uncomfortable pairing of two inconsistent ideas-Individuals seek balance, or consistency, in their lives. -Persuaders create dissonance in audience, and then show how to resolve dissonance. Felicia Song, Spring 2010 Not to be Used Without Permission...
View Full Document

This note was uploaded on 10/07/2011 for the course MC 2525 taught by Professor Song during the Spring '07 term at LSU.

Ask a homework question - tutors are online