Partial test 1 week 5 ELM, SJT and cognitive dissonance Flashcards
(43 cards)
Elaboration Likelihood Model (ELM) by …
Richard Petty and John Cacioppo
Main aim of the Elaboration likelihood model
To explain how an attitude change (persuasion) can take place by looking at peoples motivation and ability to think.
What is the ‘dual process model’ of ELM
People can process information in two ways; the central route and the peripheral route
What are the two factors that influence on which route someone processes new information?
- Motivation (are you willing to think?)
2. Ability (can you think?)
Explain what causes someone to have motivation to think about new information
- It has to be of personal relevance (characteristic of situation)
- The person has a need for cognition (characteristic of person)
Explain what causes someone to have ability to think about new information
- There should be no distraction (characteristic of situation)
- There has to be a certain level of intelligence or prior knowledge (characteristic of person)
Characteristics of processing information on the central route
- High elaboration likelihood
- Sufficient motivation and ability
- Thorough level of information processing
Characteristics of processing information on the peripheral route
- Low elaboration likelihood
- Insufficient motivation and ability
- Superficial level of information processing
How does someone on the central route get persuaded?
Strong arguments
How does someone on the peripheral route get persuaded?
By peripherals, like;
- The bandwagon effect
- The opinion of ‘experts’
- Brand coolness
What is the attitude outcome of someone that processed information via the central route?
When positive initial attitude; Strong positive attitude
When negative initial attitude and/or weak arguments; Strong negative attitude (boomerang effect)
What is the attitude outcome of someone that processed information via the peripheral route?
Weak positive or negative attitude that is easy to be changed or influenced
Explain ‘biased elaboration’
People already have given the topic a lot of thought and have already formed a very strong opinion, they are therefore extremely difficult to persuade.
What are the characteristics of a strong attitude?
- It is accessible
- It is persistent (will resist counter arguments
- It predicts someone’s behaviour
What are the characteristics of a weak attitude?
- Temporary
- Easy to change with counter arguments
- Difficult to predict behaviour based on a weak attitude
What is meant by the ‘continuum’ of the elaboration likelihood model?
It is not true that people can only use one of the two routes to process information. They are both on one extreme of a continuum and most people are somewhere along that continuum. So, they use a bit of the central route and a bit of the peripheral route to process their information.
Critique of elaboration likelihood model
It is difficult to establish what a ‘strong’ argument is, therefore the assumption that strong arguments persuade people is questionable. Next to that, the theory puts too much focus on the cognitive side of the brain and not enough on how emotions help us process information.
Social Judgement Theory (SJT) by …
Muzafer Sherif
Aim of Social Judgement theory
Explain how people process information by looking at their attitude structures. Explain why people distort arguments according to their pre-existing attitude.
What two elements determine someone’s attitude structure?
Latitudes and ego-involvement
The four basic principles of social judgement theory
- People have categories of acceptance (latitudes) with which they can asses new information
- The size of each latitude depends on the personal importance of the subject (ego-involvement)
- People distort new information to make it fit their anchor point
- Optimal persuasion takes place with a small to moderate discrepancy between new information and their anchor point
What are the three different latitudes a person can have on a statement?
- Latitude of rejection (absolutely disagree)
- Latitude of acceptance (zone in which their anchor point is)
- Latitude of non-commitment (Not really agreeing or disagreeing)
What is a high ego-involvement and what are the three characteristics of a high ego-involvement?
A high ego-involvement means that a subject or statement is very important to someone (influenced by politics, religion, family etc.)
Characteristics;
1. Small latitude of non-commitment
2. Large latitude of rejection and small latitude of acceptance
3. Their anchor point is usually on one of the extreme sides of the continuum
Explain the assumption of SJT; ‘People distort new information to make it fit their anchor point better’
When people get a new message that falls in their latitude of acceptance, then ‘assimilation’ occurs. Meaning that people see the statement to be much closer to their own opinion than it might actually be.
When people get a new message that falls in their latitude of rejection, then ‘contrast’ occurs. They see the statement as way further from their own opinion than it actually is.
