mc 25225 exam 2

Mc 25225 exam 2 - Exam2 15:18 (ELM :useslogical, :(music,celebrity images Result

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Exam 2 15:18 Elaboration Likelihood Model (ELM) Central-route processing : uses logical, information-based message Requires audience MOTIVATION and ABILITY Results in long-term attitude change Peripheral-route processing : uses sensory of symbolic cues (music, celebrity,  images) Results in short-term attitude change ex. Stetson cologne with Matthew McConaghay Ex. Mercedes ELM and Persuasion How do you determine whether you should choose to present a message that mainly  requires central or peripheral-route processing It depends on the audience you are targeting and their relationship to the product Motivation : is the audience motivated to pay attention to the ad? Ability : does the audience have the knowledge/ability to understand technical or  specialized terms? Why not always encourage Peripheral route-processing then? ELM argues that persuasion resulting from  central-route processing is more   resistant to change  than what is processed though the peripheral-route Take-home lesson: Be strategic in where you place your message to reach “motivated” audiences with high  “ability” Cognitive Dissonance theory
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Dissonance: The uncomfortable pairing of two inconsistent ideas of beliefs Individuals seek balance, or consistency, in their lives Persuasion and Cognitive Dissonance Persuaders create dissonance in audience, and then show how to resolve dissonance. Pre-Purchase context
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This note was uploaded on 10/19/2011 for the course MC 2525 taught by Professor Song during the Fall '07 term at LSU.

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Mc 25225 exam 2 - Exam2 15:18 (ELM :useslogical, :(music,celebrity images Result

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