31 March 2010 Lecture

31 March 2010 Lecture - 31March2010Lecture...

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31 March 2010 Lecture  31/03/2010 09:01:00 Persuasion: The Elaboration Likelihood Model (ELM) Context Attitude—behavior inconsistency Lack of consistency in findings o Source expertise o Credibility o Attractiveness o Message length o Argument strength o Need for cognition o Involvement  ELM Elaboration Def Elaboration: scrutinizing message content o Get one’s attention associate message arguments with existing  cognitive structures o Draw inferences about the merits of the arguments based on the  above analysis o Derive an overall assessment of message recommendation o Integrate arguments into belief structure ELM: Assumptions People play an active role in the formation, reinforcement, and change of their  attitudes o Integration of information o Generation of additional thoughts Favorable Counterarguments
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o Generated thoughts contribute to persuasion Facilitate Impede  People are motivated to hold correct attitudes BUT Cognitive misers people want to gather the least amount of information  necessary
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This note was uploaded on 10/21/2011 for the course COMM 125 taught by Professor Chompsky during the Spring '08 term at UPenn.

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31 March 2010 Lecture - 31March2010Lecture...

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