Persuasion Flashcards
What is the elaboration likelihood model?
explains how people process and are persuaded by messages
What is the central route of the ELM?
Persuasion occurs when people think critically about the content of a message and evaluate its logic and evidence, requires thoughtful consideration
What is the peripheral route of the ELM?
Persuasion occurs through superficial cues rather than the content of the message itself
How does motivation influence route selection?
If the individual cares about the topic, they’re more likely to use the central route
How does ability influence route selection?
If the individual has the time, energy, and knowledge to process the information, they’re more likely to engage in central processing
How does relevance influence ELM?
The more relevant a message is to the individual, the more likely they’ll engage deeply with it
What are the source characteristics elements of persuasion?
Credibility, attractiveness and certainty
How does credibility influence persuasion?
credible sources are persuasive because they seem expert and trustworthy
How does attractiveness influence persuasion?
Research shows that attractive sources are particularly persuasive when the message isn’t personally important to the people hearing it and when those people don’t have much knowledge in the domain
How does certainty influence persuasion?
People generally judge certain and confident sources to be more credible
What is the sleeper effect?
An effect that occurs when a persuasive message from an unreliable source initially exerts little influence but later causes attitudes to shift
What are message characteristics elements of persuasion?
message quality, vividness and culture
How does message quality influence persuasion?
Messages are stronger when they appeal to the audience’s core values when they’re straightforward, clear, and logical; and when they articulate the desirable consequences of taking the actions suggested by the message
How does vividness influence persuasion?
When information is vivid colorful, interesting, and memorable it tends to be more effective
What is the identifiable victim effect?
The tendency to be more moved by the vivid plight of a single individual than by the struggles of a more abstract number of people
