Elaboration Likelihood Theory

Question 1

Robert Cialdini identified 6 factors that tend to send message receivers into peripheral route processing.

Answer 1

1) Reciprocation - a sense of owing them something.
2) Consistency- habits or patterns
3) Social Proof - peer pressure, influence form others.
4) Liking - if you like me you will tend to agree with them if they are asking you to agree.
5) Authority - people will do thing because someone in authority tell them to.
6) Scarcity- not much time/things left so they jump on it.

Question 2

Cognitive Dissonance

Leon Fesinger - relationships between elements in the cognitive schemata:

Answer 2

Dissonant - two elements that are in contradiction.

Consonant- the lack of a contradiction. (Ex doctors saying it’s ok to smoke and you smoke so it’s ok)

Irrelevant - things that don’t relate

• Dissonance seems to create stress so they try to avoid it.
• Humans seem to seek cognitive consistency

Question 3

Selective exposure can prevent dissonance.

Post decisional dissonance

Answer 3

Selective exposure can prevent dissonance.
Ex, not read mail aimed at getting you to donate

Post decisional dissonance

• heightened when the decision is a “close call”
• Creates a need for reassurance

Question 4

Minimal justification:

Traditional model:
Festinter:

Answer 4

Minimal justification: for action induces a shift in attitude.

Traditional model : attitude determines behavior

Festinter: behavior determines attitude

Question 5

Central Route Processing

Message -> Motivated to process -> Use Peripheral Cues -> Weak Attitude Change

Motivated to process -> able to process-> Cognitive processing. (peripheral cues is a tie breaker if they are neutral to the case)

• > Strong case=Strong positive attitude change
• > Weak case = Strong negative attitude change

Answer 5

Message(persuasive communication) -> Motivated to process (personal relevance, they use also have the ability to process, if they can’t they may jump to per cues)
Use Peripheral Cues (speaker credibility)->
Weak Attitude Change(Temp vulnerable, un predictive of behavior)

If you are motivated & able to process then you get cognitive processing.

• > Strong case=Strong positive attitude change
• > Weak case = Strong negative attitude change