Elaboration Likelihood Model

Ex if someone has a lot to say you think they must

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Ex: if someone has a lot to say you think they must know their stuff o Use colors to control your mood Practical advice - how to persuade Know your audience/situation o Create a robust message Has both central and peripheral route cues Get those who are not willing to think and those who are willing to think to be persuaded. Match your message to your audience o Show pictures of happy or sad people (to trigger desired mood) Attractive source, clothes, etc. Critique Complex o (pg. 207 flow chart) o Seems complex and makes it even more complex Attitudes are always hard to understand Vague o Strong argument is never defined Assume it is based on logic even though they never tell us Implications Successful persuasion is a matter of appealing to people's self interests A lot of persuasion occurs as a result of very little thinking on the part of the message recipient Finding out how much someone cares about an issue is critical to achieving successful persuasion You will not be able to persuade everyone with the same message strategy
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Thoughtful message processing that results in the persuasion is a rarity which requires multiple conditions that must be met. Strong, logical arguments are not always necessary to persuade a person.
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  • Spring '08
  • unknown
  • Logic, Elaboration likelihood model

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