Term
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Definition
| the extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication. |
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Term
| What do persuasion theories do? |
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Definition
Persuade and change the way people think about something and behave.
A form of Interpersonal communication |
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Term
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Definition
Lots of thinking (thinking about the message),High elaboration = central processing!
Central processing: Characteristics of the persuasive (particularly argument quality) determine the extent and direction of attitude change. |
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Term
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Definition
Not much thinking (doing what the celebrity says to do, Low elaboration = peripheral processing
Peripheral processing: persuasive cues that ate peripheral to the message itself determine the extent and direction of attitude change. |
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Term
| Examples of peripheral cues |
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Definition
1. Reciprocation: "you owe me" (I helped you, why cant you help me?)
2. Consistency: "we've always done it that way"( you've always bought out product, why stop now?)
3. Social proof: "everybody's doing it"(Red bull throwing away cans so people think others are drinking)
4. Liking: "love me, love my ideas" (Oprah supporting Obama , we did too)
5. Authority: " Just because I say so" (Someone with power telling you to do something, doctors)
6. Scarcity: "Quick, before they're all gone" (Shopping channel, infomercials) |
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Term
| Is the Elaboration Likelihood model interpretive or social scientific? |
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Definition
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Term
| What is Motivation and ability? |
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Definition
Allows you to predict whether or not audience is inclined to process message peripherally or centrally
• If they have both, we predict audience with process message centrally
• If lacks either one or both, we predict audience will process message peripherally |
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Term
| Factors involving motivation |
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Definition
1. Receiver involvement (How connected to the issue are you? How important is it?)
2. Multiple sources with multiple arguments
3. Need for cognition(High: people who like to think about things and motivated to engage in central processing) |
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Term
| Factors affecting ability |
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Definition
1. Intelligent(wanting to understand but must have the intelligence to do it)
2. Distraction(Noise, can you hear the message? Can be external or internal)
3. Prior knowledge (The more you know about an issue the more equipped you are, more able to engage centrally) |
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Term
| Outcomes of central processing |
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Definition
1. Attitudes last longer/endure (Making a decision based on peripheral are easier to change, central decisions are more stable)
2. Attitudes are more predictive of subsequent behavior
3. Attitudes are more resistant to counter persuasion (audience makes the decision how the are going to respond) |
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Term
| Central Processing Prefered |
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Definition
1. Seeking enduring change
2. Seeking to lessen the impact of counter messages
3. The audience is motivated and able |
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Term
| Peripheral Processing Preferred |
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Definition
1. The audience lacks motivation or ability
2. Seeking an immediate decision (and don’t necessarily need enduring change)
3. Not concerned with the impact of counter messages |
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Term
| ELM--> Critique:Weaknesses |
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Definition
1. Definition of a "good message" is problematic.
Good message: one containing arguments such that when subjects are instructed to think about the message, the thoughts they generate are fundamentally favorable. |
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Term
| ELM--> Critique:Strengths |
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Definition
1. Heuristic value
2. Helps explain inconsistent and contradictory research findings in the area of persuasion
3. Practical |
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