PSYC 2310 Lecture Notes - Lecture 6: Elaboration Likelihood Model, Robert Cialdini, Toothpaste

• School: University of Guelph
• Department: Psychology
• Course: PSYC 2310
• Professor: Saba Safdar

Document Summary

1) central or systematic route processing: occurs when people have the ability and motivation to carefully evaluate the arguments in a message. 2) peripheral or heuristic route processing: occurs when people lack the ability and motivation to carefully evaluate a persuasive message (more easily influenced) So what factors the type of processing used? the ability to focus if you are distracted, it is difficult to concentrate on central messages that require greater processing, and you may therefore rely on peripheral cues. Motivation to focus: with no motivation, you are likely to rely on peripheral cues. Which are cues associated with the context of a message rather than the content. Both are effective at changing people"s attitudes (different types of processing are effective in different ways, for different people) Messages that are high personal relevance motivate us to pay attention, and as long as we have no distractions, we process such messages centrally.