Chapter 15 Notes
Chapter 15 Notes com 102
Popular in Communication
Popular in Communication
This 3 page Class Notes was uploaded by Nikki James on Monday October 5, 2015. The Class Notes belongs to com 102 at Purdue University taught by Dr. Glenn Sparks in Fall 2015. Since its upload, it has received 6 views. For similar materials see Communication in Communication at Purdue University.
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Date Created: 10/05/15
Com 102 Chapter 15 notes Elaboration Likelihood Model of Richard Petty and John Cacioppo A Message elaboration the path of cognitive processing that involves scrutiny of message content B The extent to which a person carefully thinks about above issuerelevant arguments contained in a persuasive communication C A mental shortcut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue 1 ASUisted 6 cues that enlist a programmed response a ReciprocationYou owe me D Consistencywe ve always done it that way c Social proofeverybody s doing it 0 Likinglove me love my ideas e Authority just because I say so 1 Scarcity quick before their all gone D OSU psychologist 1 Conducted his dissertation on teenage driving 2 109189 E Pg 190 Figure 151 Elaboration Likelihood Model ELM A assume people are motivated to hold correct attitudes B We are lazy toward most issues in our life because we are exposed to so many persuasive messages that we would have a message overload if we tried to interact with every idea we came across C Desire for cognitive clarity an enjoyment of thinking through ideas even when they aren t personally relevant P191 1 Need for Cogniton Scale pg 191 D Issue relevant thinkingonce people think about a message motivation the next issue is whether they are able to do so 1 Distraction disrupts elaboration Com 102 Chapter 15 notes Elaboration Likelihood Model of Richard Petty and John Cacioppo 2 TV ad example pg 191 A Topdown thinking in which predetermined conclusions color the supporting data B Bottomup thinking in which facts are scrutinized without bias seeking truth wherever it might lead C believe motivation and ability strongly increase the likelihood that a message will be elaborated in the minds of listeners lt A Claims that generate favorable thoughts when examined pg 192 1 Strong arguments might make a person reconsider their stance 2 Weak arguments wi offend the person and they will oppose the other point even more A there is no inner dialogue about the merits of the proposal B Hearer who relies on peripheral route relies on a variety of cues to aid in a quick decision ex Food sex moneyblood donation ex pg 193 1 Source Credibility is considered C Attitude change can either be positive or negative 1 Religious example pg 194 A A fragile change is all that can be accepted through the peripheral route 1 Using a credible source such as a famous person will only change the attitude for a short time B University of South Florida HIV study done by and Com 102 Chapter 15 notes Elaboration Likelihood Model of Richard Petty and John Cacioppo C Audience perception of the message source s expertise character and dynamism typically a peripheral cue 1 Magic example pg 196 A Car accident example 1 Pleasant smile emotional appeal or the loss of her daughter wont persuade anyone 2 Thoughtful consideration facts and gures will help A ELM describes persuasion that s effective Pg 197 B University of Washington professor is concerned with what s ethical 1 Persuasive speech is ethical to the extent that it maximizes people s ability to exercise free choice 2 quotonly a selfdetermining being can be a moral being without signi cant choice there is no moralityquot cites Areopagitica and On Liberty A ELM is the leading theory for persuasion and attitude change pg 198 1 Petty Cacioppo and students published more than 100 articles B Problem with ELM ELM views strong arguments as strong if people are persuaded but weak if folks remain unmoved there is no way to know
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