Term
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Definition
focuses on process through with aspects of a message influence people to change their attitudes
-attitudes change can occur through one of two different processing routes
(central and peripheral) |
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Term
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Definition
-people are bombarded with so many persuaive messages that it is not wise or even possible to evaluate each
-individual's motivation and ability influence how he/she will process a message (what route will be used) |
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Term
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Definition
Central evauation of the ardument in a message
-pay close attention
-evaluate
-think critically
-elaboration
-strong arguments should be favored, weak should be viewed negatively
Just because you process doesn't mean you objectively evaluate
-biased processing can still occur if you have a vested interest in topic
(attitudes formed via processing are strong (resistant, last over time, influence behavior) |
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Term
| Peripheral processing (ELM) |
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Definition
-less thoughtful evaluation of the argument in a message
-reliance on cues and heurisitcs (attractive source, cool music, special effects, "lots" of information)
Less...
>thoughtful processing of message
>elaboration
>consideration
>attention
attitude change resulting from processing is less likely to be based on the merit of the argument
(attitudes formed through processing are weaker) |
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Term
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Definition
Influences processing
-invlovement |
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Term
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Definition
-tired
-noise
-cognitive capasity |
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Term
| Example (central processing) |
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Definition
Mitt Romney ad
http://www.youtube.com/watch?feature=player_embedded&v=B0WpiitXYSU |
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Term
| Example (peripheral processing) |
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Definition
Tide Pods ad
http://www.youtube.com/watch?v=GNz4A1rMTnA |
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