Health Communications Week 3

Question 1

What is the Elaboration likelihood model?

Answer 1

a psychological theory that explains how people process persuasive messages and change their attitudes

Question 2

What are the three aspects that lead to elaboration?

Answer 2

Motivation, Ability, and Opportunity

Question 3

Motivation is…

Answer 3

does a person want to engage with the message?
- Influenced by things like personal relevance, beliefs, interests, and goals

Question 4

Ability is…

Answer 4

can a person engage with the message
- Influenced by things like language, knowledge, literacy, and numeracy

Question 5

Opportunity is…

Answer 5

does a person have the resources necessary to engage with the message
- Influenced by things like how much time someone has to process the message, whether the message can be revisited, and if they have the cognitive resources needed to fully engage with the message

Question 6

What is the central route?

Answer 6

When the level of elaboration is high
- A focus on arguments and counter-arguments because a person can fully receive the message due to the precursors
- Arguments focus on evidence and facts like statistics or studies

Question 7

What is the peripheral route?

Answer 7

occurs when the level of elaboration is low
- Focuses on peripheral cues to make a judgment rather than the substance of the message/argument
- Often uses heuristics to make judgments