Attitude Change Flashcards
Definition of persuasion
Process by which attitudes are changed
Elaboration Likelihood Model
Sometimes people are motivated to process messaged carefully, sometimes they’re not
Definition of elaboration
Careful processing of content/argument of message
What are the two routes to persuasion
- Peripheral: target is influenced by cues other than the argument strength
- Central: careful processing of the message and content
What decides which route people take
- Motivation: personal involvement
2. Ability: distraction, complexity of message
What is the framework for understanding research findings combined with the ELM
Who says what to whom with what effect
What are source variables
The WHO, and more effective with peripheral route
What are the two components of source variables
- Credibility: competence and trustworthiness
2. Likability: similarity and attractiveness
What is the sleeper effect
Impact of low credible sources increases over time
What are message variables
The WHAT
What are the five message variables
- Volume of info: depends on audience/route, if P route longer is better, if C route, only the strong stuff
- Message discrepancy: how extreme a position should you take? Moderately discrepant
- Reason vs. emotion: good feelings, fear appeals, depends on route
- One-sided vs. two-sided: 1 if audience already agrees, 2 if audience disagrees, need to acknowledge other side
- Presentation order: Should you go first or last? Depends on time between decisions and before decisions
What are audience variables
The TO WHOM
What are the three message variables
- Personality variables: age, need for cognition, self-monitering
- Culture: individualist vs collectivist
- Effect of forewarning: counterargue and psychological reactance
