PS270 Lecture Notes - Lecture 5: Elaboration Likelihood Model, Pepsi Generation, Aisle
Document Summary
Introduction: advertising is fundamentally persuasion and persuasion happens to be not a science (cid:271)ut a(cid:374) art(cid:859) william berbach. Persuasion: process through which one or more persons attempt to alter the attitudes of one or mother other: probably most familiar social psychological concept encountered in the course, different approaches to persuasion. Elaboration likelihood model of persuasion a cognitive perspective proposed by petty + cacioppo. Suggests that persuasio(cid:374) o(cid:272)(cid:272)urs through o(cid:374)e of t(cid:449)o (cid:858)routes(cid:859) (cid:449)hi(cid:272)h differ i(cid:374) the a(cid:373)ou(cid:374)t of (cid:272)og(cid:374)iti(cid:448)e effort a(cid:374)d ela(cid:271)oratio(cid:374) they require. More successful presenting logical, informed and balanced arguments to persuade audience. Peripheral route of persuasion: persuasion that occurs (cid:449)he(cid:374) ppl are i(cid:374)flue(cid:374)(cid:272)ed (cid:271)y i(cid:374)(cid:272)ide(cid:374)tal (cid:272)ues su(cid:272)h as a speaker(cid:859)s attra(cid:272)tiveness. Involes heuristic procession use of simple rules of thumb / mental shortcuts. Persuasion principles: robert cialdini = authority on subject of persuasion, references the fact that throughout daily life, we respond to many questions as if we were on auto-pilot.
