Persuasion Flashcards
1
Q
Elaboration Likelihood Model (ELM)
A
Central Route & Peripheral Route
2
Q
Heuristic Systematic Model (HSM)
A
Systematic Route & Heuristic Route
3
Q
Source Characteristics
A
The Who, or the source of the message
4
Q
Message Characteristics
A
The what, or the content of the message
5
Q
Audience Characteristics
A
The whom, or the target of the message
6
Q
Source Characteristics
A
Attractiveness, Credibility, and Certainty
7
Q
Meta cognitions
A
Secondary thoughts that are reflections on primary cognitions
8
Q
Self Validation Hypothesis
A
Idea that the likelihood of attitude change can depend not only on the direction and amount of thoughts people have in response to a persuasive message but also on the confidence with which they hold the thoughts
