social psch objectives- CH 7

Who the source of the communication of speaker what

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Who - the source of the communication (credibility/attractiveness of speaker) What - The nature of the communication (is it perceived by audience as a persuasive communication, were both sides of the argument presented in an unbiased way, when information is presented: before hearing counter arguments or after) To Whom - the nature of the audience (is the audience distracted, how smart is the audience, audiences’ self-esteem, age of audience: 18-25 most impressionable)
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6. Identify the two routes to persuasion described in the Elaboration Likelihood Model. Identify the factors that determine the route people take. Elaboration Likelihood Model- a model explaining two ways in which persuasive communications can cause attitude change: centrally and peripherally. Specifies when people will be influenced by what the speech says (logic of arguments) or by superficial characteristics (who gives the speech, length of speech) o Central route: the case whereby people elaborate on a persuasive communication, listening carefully to and thinking about the arguments, as occurs when people have both the ability and the motivation to listen carefully to a communication. o Peripheral route: not swayed by logic because they are not paying close attention to what the communicator is saying. People do not elaborate on the arguments but are instead swayed by peripheral cues Which route communicators take depends on whether their audience have both the motivation and the ability to pay attention to the facts; personal relevance of the issue. 7. Identify factors that increase people’s motivation and ability to pay attention to the arguments. Personal relevance: how important is the topic to the person’s wellbeing? The more relevant, the more attention people will pay. Personality (need for cognition): some people enjoy thinking through things more than other people do, reflects the extent to which people engage and enjoy effortful cognitive activities. Expertise of the speaker: “prestigious speakers can be trusted” Strength of the argument: good argument is a good argument no matter who said it
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8. Discuss how attitudes changed by the central route to persuasion differ from attitudes changed by the peripheral route. Attitudes changed after careful analysis of the arguments (central route) will be more likely to maintain this attitude over time, more likely to behave consistently with this attitude, and more resistant to counterpersuasion than people who base their attitudes on peripheral cues (peripheral route) Attitudes changed by central route stay changed longer and are harder to change in the future than attitudes changed peripherally 9. Discuss the influence of different moods on persuasion. 10. Identify the role of fear-arousing communications in persuasion. Describe the conditions under which fear appeals foster or inhibit attitude change via the central route.
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  • Spring '12
  • Unknown
  • Elaboration likelihood model

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