Persuasion
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17 terms
Terms | Definitions |
|---|---|
 Persuasion Research | Examines the process of attitude formation and change in audience members and the modification of behavior upon attitude change. |
| Attitude | A person's attitude is an important mediating variable between exposure to new information and behavioral change. |
| Source | Expertise, attractiveness |
| Message | Emotional, logical, short, long |
| Recipient | High or low in prior knowledge |
| Elaboration Likelihood Model (Cacioppo and Petty) | Persuasion can occur when thinking is high or low. The process that occurs during the yielding stage can be thought of as engaging either of two relatively distinct routes of persuasion; central and peripheral. |
| Central Route | Effortful cognitive activity. Careful scrutiny of the information relevant to determining central merits of the position advocated. |
| Peripheral Route | Lazy organisms/ cognitive misers. Reliance on simpler means of evaluation. |
| Recipient Factors | Receiver-related variables that affect the amount of thinking. 1) Personal relevance 2) Need for cognition 3) Eternal distraction 4) General intelligence |
| Source Factors | Often function as peripheral cues; under some conditions some source factors can influence elaboration likelihood. |
| Personal Relevance-Central Route | Percieved importance. Higher relevance = Greater elaboration likelihood Greater scrutiny of the argument Greater significance of argument quality in persuasion. |
| Personal Relevance-Peripheral Route | Lower relevance = less likelihood of elaboration less scrutiny of the argument greater significance of cues in persuasion |
| Need for Cognition | People differ in their tendency to think in a wide variety of situations. Different personality traits. |
| Distraction | Social context; distraction reduces the ability to think about a message. A message that elicits favorable thoughts will be less effective. A message that normally elicits unfavorable thoughts will be more effective. |
| Message Factors-Elaboration Likelihood | Unexpected or unusual message; Questions vs. Statements; Channel of origin. |
| Central Route | Long term effects. Relatively easy to access from memory; persistent over time; predictive of behavior; resistant to change. |
| Peripheral Route | Short term effects. Less accessible; less enduring; less resistant to subsequent attacking messages; less predictive of behavior. |
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