Chapter 7 (5) Flashcards
the _______ ______ explains how people change their attitudes in response to persuasive messages
the idea of the elaboration likelihood method is we must condiser wether the target will _______ on the message or process it _______
Elabortation likelihood model (ELM)
the idea of the elaboration likelihood method is we must condiser wether the target will elaborate on the message or process it mindlessly
the elabortation likelihood model holds that there are 2 routes to persuasion; the _____ route and the _______ route
similar to _______ and _______ processing (dual process theory)
central route and the peripheral route
automatic and controlled processing
ELM:
it maintains that some persuasive appeals will be more effective when a target is on “_______” and others will be more effective when the target is _______
it maintains that some persuasive appeals will be more effective when a target is on autopilot and others will be more effective when the target is attentive
ELM:
define the central and peripheral route
central - target thinks carefull and deliberately about the content
peripheral - target attends to easy to process, superficial, cues such asthe expertise, credibility ot attractiveness of the person communicating
ELM:
in the _______ route, people often rely on simple heuristics
peripheral
what two factors influence wether we engage in central or peripheral processing?
motivation
ability
how does motivation impact whether we will engage in central or peripheral processing?
when the message has personal consequences, we’re more likely to go the central route
how does our level of ability (cogntive resources and time) impact whether we will engage in central or peripheral processing?
when ability is high we’re more likely to go the central route
when ability is low we’re more liekly to rely on easy to process, peripheral cues, such as who the source is
in a typical ELM experiment:
researche rgive strong and weak arguments to see how P’s are persuaded
the dependent variable is whether they get persuaded or not
for independent variables they vary various _______ cues such ascredibility, attractiveness etc
what is the other main indvar
peripheral cues
whether the issue is personally relevant
in a typical ELM experiment:
how would you expect P’s to process the messages if it is personally relevant?
procces through the central route; swayed when the arguments are stron, not when they are weak
in a typical ELM experiment:
how would you expect P’s to process the messages if they are low in motivation or ability
only focus on peripheral cues, thus their attitudes are less affected by argument strength
cannot discern the stregths of the arguments
high ______ relevance pf a persuasive argument makes P’s more likely to be persuaded by the stregth of arguments
this takes the ______ route
personal
central
the central route envolves ________ of the persuasive arguent
elaboration
the Yale group studied specific element of whther a persuasive attempted worked or not
broke down persuasion into what 3 W’s
WHO - the source of the message
WHAT - concent itself
to WHOME - intended audience of message
“Look at Gaga! she’s the creative director of polaroid. I like some of the Gaga songs. WTF does she cameras”
~ Kanye west
what persuasion method does this iconic quote represent
source characteristics
what source characteristics influences our persuasion according to the text
use gaga and polaroid example
attractiveness - gaga is hot
credibility - gaga is an expert in music she’d be credible in endorsing something related to that
certainty - gaga is a confident queen, her certainy persuades you that polaroid are dope
what is the source charactersitic not mentioned in the text that was in the textbook
the liking princeple - we want/feel obligated to agree with gaga on polaroids bc we like her
attractivenness in srouce characteristics when:
the message isnt _______ _______
the target doesnt have much _______ in the domain
personally important
knowledge
attrativenesstends to make ppl sway towards _______ cues
can be used for _______ cues as weel, by gaining attention
peripheral cues
central
ie. lady gaga is so hot that i’m swayed towards peripheral processing, distracted by her beauty
but she also gained by attention in the first place, i might actually look into polaroids now
“4 in 5 dentists recommend sensodyne”
this advertising method uses _______ of a source to persuade
credibility can persuade ppl when there is low _______ relavance
credibility
personal
messages from non-credible sources exrt little influence initially but over time have the potential to shift people’s attitudes
this is know as the _______ _______
sleeper effect
how does the sleep effect work
over time ppl dissasociate the source (and it’s credability) from the content of the message itself
the sleeper effect can also work like this:
a credible source gives a ______ argument
you dissasociate from the ____ of the argument over time and are persuaded by the credibility
a credible source gives a weak argument
you dissasociate from the stregth of the argument over time and are persuaded by the credibility
which source will be more persuasive and why?
A - “kendrick might be the best lyrical rapper, idk, he’s pretty impressive”
B - “kendrick is absolutely the best lyrical rapper of all time, no question”
B!
sources that express themselves with with certainty and confidence tend to be more persuasive
________ ________ are aspects or content of a persuasive message, including the quality of the evidence and the explicitness of its conclusions
message characteristics
what message characteristics are discussed in the text
message quality
vividness
fear
culture
message quality is better and more persuading when they:
appeal to core ______ of the audience
when thay are ______ and ______
when they articulate the _______ ______ of taking the actions suggested
appeal to core values of the audience
when thay are clear and logical
when they articulate the positive consequences of taking the actions suggested
message quality is made more persuasive when
they _____ opposing messages
when the source argues against their own _____-______
they refute opposing messages
when the source argues against their own self-interest
