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Cultures - Cultures Elaboration Likelihood Model Explains...

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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, uniqueness, and independence. (I before the WE)
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