CH15+Elaboration+Likelihood+Model

CH15+Elaboration+Likelihood+Model - G201 Intro to...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
G201: Intro to Communication Theory Fall 2010 1 Petty & Cacioppo ELABORATION LIKELIHOOD MODEL Cognitive Dissonance Theory (FESTINGER) produce attitude / behavioral changes Selective exposure Reassurance Just enough encouragement (minimal justification) Responsibility for negative outcomes PERSUASION PERSUASION CENTRAL ROUTE Message elaboration Scrutinize ideas Consider implications High cognitive effort PERIPHERAL ROUTE Mental shortcut (“Click, whirr”) Cues for quick decisions Reciprocation Consistency Social proof Liking Authority Scarcity 2 PATHS TO PERSUASION 2 PATHS TO PERSUASION MENTAL EFFORT CENTRAL ROUTE PERIPHERAL ROUTE People have good intentions but… We must pick and choose issues to avoid overload. Personal relevance / stake ELABORATION LIKELIHOOD MOTIVATION?
Background image of page 1

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

View Full DocumentRight Arrow Icon
G201: Intro to Communication Theory Fall 2010 2 ELABORATION LIKELIHOOD (PETTY & CACIOPPO) MOTIVATION: Personal relevance? PERIPHERAL CUES:
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/22/2011 for the course COMM G201 taught by Professor Rossing during the Fall '10 term at IUPUI.

Page1 / 3

CH15+Elaboration+Likelihood+Model - G201 Intro to...

This preview shows document pages 1 - 3. Sign up to view the full document.

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