Persuasion: Elaboration Likelihood Model

Question 1

What is the need for cognition?

Answer 1

personality variable, represents extent to which people enjoy and engage in cognitive activities

Question 2

What is the difference between high and low need for cognition?

Answer 2

high: more likely to form attitudes by paying attention to central arguments, low: likely to use peripheral cues

Question 3

What is the central route of the ELM?

Answer 3

when thinking hard, substance over style, convincing arguments

Question 4

What is the relationship of message to person and the person that uses the central route?

Answer 4

high need for cognition, finds message interesting and personally relevant, able to understand

Question 5

What is the effect of the central route on attitude change?

Answer 5

attitude change lasts longer, better predictor of behaviour, more resistance to counter persuasion

Question 6

What does elaboration likelihood mean?

Answer 6

how probable it is that central route processing is used (how likely someone is to give thoughtful consideration to the arguments)

Question 7

What is the peripheral route of the ELM?

Answer 7

more swayed by style of advert, passive (mood, image, emotional cues)

Question 8

What is the relationship of message to person and the person that uses the peripheral route?

Answer 8

low need for cognition, considered less important and less personally relevant (need to suit their ‘taste’)

Question 9

What is the effect of processing via the peripheral route on attitude change?

Answer 9

more susceptible to change (temporary)

Question 10

What does central route processing involve?

Answer 10

more time and effort, more likely if person is motivated (personal relevance)

Question 11

What makes central route processing less likely?

Answer 11

if receiver is tired (cant pay attention), doesn’t have previous relevant knowledge or if communicator speaks too fast

Question 12

What do people tend to use in relation to ELM?

Answer 12

Both routes but individual differences in which route is preferred (need for cognition), both can take place at the same time

Question 13

What does cognitive miser mean?

Answer 13

we use peripheral route to minimise effort we have to make

Question 14

Which of the routes in ELM are active and passive?

Answer 14

central: active involvement, peripheral: passive