Persuasion
Attitude change through communication
Operation Iraqi Freedom Leaflets
Elaboration Likelihood Model (Petty
& Cacioppo, 1986)
Central route processing –persuasion
depends on the logic, merit, or strength of
the arguments.
Peripheral route processing- persuasion
depends on cues unrelated to the strength
or quality of the arguments.
Elaboration Likelihood Model
Central route leads to more enduring
attitude change.
For central processing to occur, the
recipient must be motivated and able to
analyze the message content.
Elements of Persuasion
The communicator
Credibility
The Sleeper Effect:
Low credibility msg…………time………………….acceptance
Elements of Persuasion
The communicator
Attractiveness
Elements of Persuasion
The Message
Amount of Info
Emotional content
The Pen Study
Pen/High Coffee/Low
Involvement Involvement
Happy
Neutral
Elements of Persuasion
Repetition
Mere exposure effect-the tendency for novel
stimuli to be liked more after repeated
exposure
Order of Presentation: Primacy vs.
Recency
Primacy Response
Message Message Time Message
effect
#1 #2 #1
predicted:
Accepted
Response
Recency
Message Time Message Message
effect
#1 #2 #2
predicted:
Accepted
The message recipient
Involvement in the issue
Forewarning
Attitude inoculation – exposure to weak
persuasive attacks makes people more
resistant to stronger attacks.
Need for cognition
The Need for Cognition Scale
1. Thinking is not my idea of fun.
1 2 3 4
Strongly disagree strongly agree
2. I like tasks that require little thought
once I’ve learned them.
1 2 3 4
Strongly disagree strongly agree
Summary: Elaboration Likelihood
Model
Audience Processing Persuasion
Analytical & High effort: Cogent
Central motivated Elaborate, arguments
Route agree, or evoke
counter- enduring
Persuasive
argue agreement
Appeal
Not analytical Low effort: Cues trigger Response
Peripheral or involved Use liking and
Route peripheral acceptance,
cues, rule-of- often only
thumb temporarily
heuristics