Cultures - March 21, 2008 Cultures Elaboration Likelihood...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
March 21, 2008 Cultures Elaboration Likelihood Model • Explains how we process messages and are thus persuaded • We process persuasive messages in two ways: 1. Central Route Processing (Centrally) - we pay attention to message content (quality of argument) 2. Peripheral Route (Peripherally) - we focus on cues other than the message (reliability of argument) Elaboration Moderators • Determine if persuasion is processed centrally or peripherally • Motivation* (personal relevance) - most significant • Ability* (comprehension, distraction, time) • Need for Cognition - Critical Thinker? *If motivated and able, the ability to elaborate the message is high. • Opinion changes that result from CRP are less likely to have counter-arguments • Opinion changes that result from PRP are more likely to have counter-arguments Cultural Difference Frameworks Key Characteristics of Different Cultures: 1. Individualistic vs. Collectivistic: Individualistic - individualistic societies value individual freedom, choice,
Background image of page 1

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

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/07/2008 for the course COM 111 taught by Professor Hallsten during the Spring '08 term at Illinois State.

Page1 / 2

Cultures - March 21, 2008 Cultures Elaboration Likelihood...

This preview shows document pages 1 - 2. Sign up to view the full document.

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