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Persuasion. Attitude change through communication. Operation Iraqi Freedom Leaflets. Elaboration Likelihood Model (Petty & Cacioppo, 1986). Central route processing –persuasion depends on the logic, merit, or strength of the arguments.

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persuasion
Persuasion
  • Attitude change through communication
elaboration likelihood model petty cacioppo 1986
Elaboration Likelihood Model (Petty & Cacioppo, 1986)
  • Central route processing –persuasion depends on the logic, merit, or strength of the arguments.
  • Peripheral route processing- persuasion depends on cues unrelated to the strength or quality of the arguments.
elaboration likelihood model
Elaboration Likelihood Model
  • Central route leads to more enduring attitude change.
  • For central processing to occur, the recipient must be motivated and able to analyze the message content.
elements of persuasion
Elements of Persuasion
  • The communicator
    • Credibility
          • The Sleeper Effect:

Low credibility msg…………time………………….acceptance

elements of persuasion15
Elements of Persuasion
  • The communicator
    • Attractiveness
elements of persuasion16
Elements of Persuasion
  • The Message
    • Amount of Info
    • Emotional content
elements of persuasion18
Elements of Persuasion
  • Repetition
    • Mere exposure effect-the tendency for novel stimuli to be liked more after repeated exposure
order of presentation primacy vs recency
Order of Presentation: Primacy vs. Recency

Response

Message

#1

Accepted

Primacy effect predicted:

Message

#1

Message

#2

Time

Response

Message

#2

Accepted

Recency effect predicted:

Message

#1

Message

#2

Time

slide20
The message recipient
    • Involvement in the issue
    • Forewarning
    • Attitude inoculation – exposure to weak persuasive attacks makes people more resistant to stronger attacks.
    • Need for cognition
the need for cognition scale
The Need for Cognition Scale
  • 1. Thinking is not my idea of fun.

1 2 3 4

Strongly disagree strongly agree

  • 2. I like tasks that require little thought once I’ve learned them.

1 2 3 4

Strongly disagree strongly agree

summary elaboration likelihood model
Summary: Elaboration Likelihood Model

Audience Processing Persuasion

Central Route

Persuasive

Appeal

Response

PeripheralRoute