Chapter 15

Chapter 15 - Chapter 15: Elaboration Likelihood Model THE...

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Chapter 15: Elaboration Likelihood Model THE CENTRAL AND THE PERIPHERAL ROUTES: ALTERNATIVE PATHS TO PERSUASION - Richard Petty and John Cacioppo - Petty labeled the two cognitive processes the central route and the peripheral route. - Central route involves message elaboration - Elaboration is “the extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication” - People using the central route carefully scrutinize the ideas, try to figure out if they have true merit, and mull over their implications. - Peripheral route offers a shorthand way to accept or reject a message without any active thinking about the attributes of the issue or the object of consideration. - Six cues that trigger a programmed response for the peripheral route: o Reciprocation – you owe me o Consistency – we’ve always done it that way o Social Proof – everybody is doing it o Liking – love me, love my ideas o Authority – just because I say so o Scarcity – quick, before they’re all gone. - Theorists stress that the central route and peripheral route are poles on a cognitive processing continuum that shows the degree of mental effort a person exerts when evaluating a message. -
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This note was uploaded on 04/07/2008 for the course COMM 101 taught by Professor Skinner during the Spring '08 term at Towson.

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Chapter 15 - Chapter 15: Elaboration Likelihood Model THE...

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