Attitude change - persuasion

Question 1

Elaboration likelihood model

Answer 1

explains how people can be persuaded to change their attitudes.

Question 2

How does the elaboration likelihood model work?

Answer 2

When someone is presented with information, some level of “elaboration” occurs. They’ll pay more attention and scrutinize the quality and strength of the argument

Question 3

Superficial cues

Answer 3

• expertise
• trustworthiness
• status
• attractiveness
• similarity
• emotions

Question 4

Situational and personality factors

Answer 4

Affect which route of thinking a person will employ.
Personality factors: need for cognition - a personality variable reflecting the extent to which people engage in and enjoy effortful cognitive activities.

Question 5

Different effects

Answer 5

Persuasion tools will have different effects depending upon the route of thinking employed. Same variable can affect persuasion via different processes at different levels of elaboration likelihood.

Question 6

When elaboration likelihood is low

Answer 6

a particular cue may act as just a peripheral cue, e.g., cue to simple rules/heuristics

Question 7

when elaboration likelihood is high

Answer 7

the cue may act as the central cue, so it becomes part of the argument itself and biases processing

Question 8

when elaboration likelihood model is neither low nor high

Answer 8

the same cue may have an influence on the amount of processing, e.g., encourages closer scrutiny or discourages closer scrutiny.

Question 9

Heuristic-systematic model of persuasion

Answer 9

Also a dual process model of persuasion. two models of processing - systematic and heuristic

Question 10

Systematic processing

Answer 10

thoughtful, deliberate, analytical, effortful, etc.

Question 11

Heuristic processing

Answer 11

reliance on simple rules, e.g., experts know best

Question 12

4 differences between ELM and HSM

Answer 12

• Whereas the ELM has one thing at the central end, it has a lot of things at the peripheral side. Lots of different peripheral processes.
• The ELM see things on a continuum of how much elaboration is put into decision
• the HSM has a sufficiency principle which is unique to the HSM
• the ELM proposes that people are motivated by just one motive when making decisions

Question 13

Defence motivation

Answer 13

The need to confirm or disconfirm your attitudes, a type of biased information processing

Question 14

Impression motivation

Answer 14

people might assess the social susceptibility of the decision and select pleasing and appeasing attitudes.