PSYC 395 Lecture Notes - Lecture 6: Elaboration Likelihood Model, Source Amnesia, Sexual Attraction
10 Jan 2019
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Process of guiding people toward the adoption of an idea attitude, or action by rational and symbolic (though not always logi cal) means. Heuristic processing (mental shortcut / rule of thumb) i. Involves careful consideration of message content and ideas. Involves the use of simple rules or mental shortcuts. Elaboration likelihood model (petty & cacioppo, 1986; petty et al. , 2005) Persuasion can occur in two ways, differing in the amount of cognitive effort or elaboration each requires. People can take the central route using systematic processing. People can take the peripheral route using heuristic processing. The case whereby people elaborate on a persuasive communication, listening carefully to and thinking about the arguments, as occurs when people have both the ability and the motivation to listen carefully to a communication. People are high in the need for cognition. People are in a neutral or mildly negative mood. People are low in the need for cognition.
