5- Persuasion Models Flashcards
What is the benefit of single-process models?
They don’t assume any kind of sequential relationship
What is most important in dual-process models?
Quantity over quality
2 examples of dual-process models
Elaboration likelihood model and heuristic-systematic model
What is the elaboration likelihood model?
There is a central vs peripheral route to persuasion
Is the central route or peripheral route more likely to lead to long-term effects?
Central route
What happens in the heuristic-systematic model?
People use systematic processing to attend to a message carefully
How did Petty, Cacioppo & Goldman (1981) investigate persuasion?
Presented students with weak vs strong arguments, delivered by an expert vs not, believed changes would impact them personally vs not
What did Petty, Cacioppo & Goldman find?
Students were more likely to be convinced by the expert vs non-expert and strong vs weak arguments
What audience factors impact whether persuasion is successful or not?
You need to know your audience and they have to be willing to listen to you
When are we more likely to want to pay attention to a message?
When there is higher processing capacity
What did Mackie, Worth & Asuncion (1990) want to look at?
Whether the identity of the source can act as a central route to processing and look at how much people had willingness to pay attention to an issue
What arguments were students presented with? (Mackie, Worth, Asuncion)
Weak vs strong, own uni vs rival uni
When were people most convinced? (M, W, A)
By own ingroup presenting a strong argument
What was the effect of a weak argument coming from a rival uni? (M, W, A)
Backfired and caused a defensive response
What did M, W & A’s research suggest?
Ingroup feature is a route to central processing
