Session 16: Influencing Cognitively-Based Attitudes Flashcards
1
Q
When do people remember their experiences?
A
Duration doesn’t matter. People remember their peak and end experiences the most.
2
Q
What are the two approaches to elaboration likelihood model (ELM)?
A
- Central Route
2. Peripheral Route
3
Q
What is the central route (ELM)?
A
- Elaboration: More message-induced thoughts
- Requires effort
- Form an opinion based on central cues: important, diagnostic information
4
Q
What is peripheral route (ELM)
A
- Little elaboration; requires little effort
- Form an opinion based on peripheral cues: easy to process but surface characteristics
- Temporary change that is susceptible to fading and counterattacks
5
Q
High effort, Cognition
A
Comparative ads; two-sided messages, argument quality
6
Q
High effort, affect
A
Deeper, emotional processing
7
Q
Low effort, cognition
A
Simple inferences; Heuristics
8
Q
Low effort, affect
A
Classical conditioning, mere exposure mood
