Note 9 for COMM 200 with Professor Nisbet at OSU
Note 9 for COMM 200 with Professor Nisbet at OSU
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Date Created: 02/06/15
Comm 200 Announcements Switched Today and Tuesday s topics I TodayELM Quiz 5 will close on Wednesday at 10pm It covers family communication and Thursday s topics dissonance and social judgment lew Extra Credit Opportunity Online Survey 1 I You received an email that includes the link to the questionnaire sent out late today I The link is your private invitation to take the survey and shouldn t be forwarded to anyone else As soon as you have got the email you can start immediately I Takes about 20 minutes Social Influence Cognitive Dissonance Theory Social Judgment Theory Elaboration Likelihood Model Elaboration Likelihood Model Elaboration Likelihood Model ELM Prof Richard Petty at OSU Main Idea Messages don t persuade us Rather they act as a catalyst for selfpersuasion Ihere are are two routes to persuasion Le a dual process model that influence the strength of persuasion outcomes Elaboration Defined Ihe extent to which a person carefully thinks about issuerelevant arguments contained in a persuasive communication A Dual Process Model Recognizes that persuasion doesn t happen in just one way depends on person context message Helps unite thinking and non thinkingquot theories of persuasion Two Routes to Persuasion 1 Central Route Central route I When elaboration likelihood is relatively high I Cognitive Responses CRsour cognitive reactions to the message I Positive I Negative I Emphasis on strong message arguments l Strong Argument Positive CRs I Weak Arguments Negative CRs I Persuasion is a function of valence amp number of CR5 l Informationrich ads like Toyota A ports car for price oIa sporty can 139 lirus 1mmquot r mrr va ml L m3939 5111 big FLC11i39lIC1139lpilI L malomg alxlc ngjLiuns quotI1 n purl Inf 1r lLJlIL H31 ul39 staun mm I r lwu 1751 wl39l39u s 513 i1 giuu i lIill leh L l39 13 r lt 39l l l i1 B13 lt39flIl don39t 1151 4 7 u ian39l It Em 901 139I39IL139VL c I n 1quot 3971 mu H as n 7 392 m n 1 v r 39 w VI American Halo 5 v 14171411 3395 AMI 4quot aquot I y 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elaboration likelihood is relatively low I We look for factors peripheral to the message s content I Emphasis on simple decision rules mental shortcuts called heuristic cuesquot Reciprocation Consistency Social proof Liking Authority Scarcity l Persuasion is a function of the valence of the peripheral cue EIEIEIEIEIEI New 5L Fran 1w Pt lcrte uar unz Dream qury WE39RE JUST FIE EK EITEU RE YUU ills bugs fast YOUR MOTHER WILL PROBABLY REFUSE To RIDE IN IT a mw If you ve wanted ax 2 1 w 39 M you ve walted long More than a million owners moi0 quotHquot a million friends eepThe nu rv39uwrn rat rBsg are just social climbe fs 7135339190 Political Persuasion Peripheral cues can also be used in political persuasion What Determines Elaboration 39keihoodRoute Motivation I Is there incentive to process the message III High importance III Personal Relevance or NFC III Mood Ability I Do we have the capability to process the message III Distractions III Inherent abilities III Prior Knowledge t Measuring Need for Cognition Strongly Disagree to Strongly Agree I prefer complex to simple problems Ihinking is not my idea of fun I like tasks that require little thought once I ve learned them I would rather do something that requires little thought than something that is sure to challenge my thinking abilities Learning new ways to think doesn t excite me much ELM Slightly Simplified Persuasive Comm 1 Motivated to Process N0 Yes 1 Ability to Process N0 Yes 1 Peripheral Cues Neutral Cognitive Processing Unfavorable Fa vorabe Case Case Strong Positive Strong Negative Attitude Attitude Change Change we N0 Attitude Change Weak Attitude Change ELM Central Route Motivated to Process Yes 1 Ability to Process Yes 1 Cognitive Processing Neutral Fa 0 able Case Gazer gggvorable Strong Positive Strong Negative No Attitude Attitude Attitude Change Change Change ELM Peripheral Route Persuasive Comm 1 Motivated to Process gt No Peripheral Cues Yes No No Weak Attitude Attitude Change Change ELM Peripheral Route Motivated to Process Yes 1 Peripheral Cues Ability to Process N0 No Yes No Weak Attitude Attitude Change Change Central vs Peripheral High ability amp High motivation central processing Any other combination peripheral processing Ihe distinction between central and peripheral processing is NOT how much information you process RATHER it is what you process I Central Route Arguments I Peripheral Cues Effects of Central Processing Positive CRs strong arguments attitude change I attitude is resistant l attitude predicts behavior Negative CRs weak arguments no attitude change or boomerang Neutral CRs no attitude change or look for a peripheral cue Effects of Peripheral Processing Positive peripheral cue attitude change I attitude is weak amp susceptible to change I attitude is not predictive of behavior Negative peripheral cue no attitude change or boomerang Neutral or no cue no attitude change Complications to ELM Ambiguities between heuristic cues and message arguments i What is a strong vs weak argument E Central is NOT necessarily objective processing fl Biased elaboration l3 Topdown thinking 7 Objective elaboration l3 Bottomup thinking
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