PSYCH 101 Lecture Notes - Lecture 31: Elaboration Likelihood Model, Psych
Psych 101
LTR
General Psych
● How influence occurs:
○ 1. Attitudes
■ Elaboration Likelihood Model
▫ model of persuasion, techniques in which you are
trying to get someone to alter their attitude – how
you get someone to vote for you, read a book you
like
▫ automatic vs controlled processing
▫ two different routes to persuasion, two different ways
you can try and persuade someone to get them to
change their attitude
▫ Central route processing
● similar to control processing
● concentrating, cognitive energy to put in task, means
something to you
▫ Peripheral route processing
● Similar to automatic processing
● Unmotivated, don’t care that much
● More fatigued, distracted
● ability to process information: people more tired have
less ability
▫ Once you have your target youre trying to persuade
in one of these two types, things youre going to
do/methods are going to be different
● Central route processing
o about the strength of the
argument, persuasive arguments
based upon central
route processing. Will pay attention
to what you’re saying, they’ll
evaluate it. Will be
cognitively elaborating on your
persuasive method.
o To the extent that they have
favorable thoughts, people will
change their attitude in your
direction
o Favorable thoughts →
positive attitude change
■ All about how strong the arguments are, such that these people who
are motivated and paying attention process the information
objectively and meaningfully
○ Peripheral route processing
o Use peripheral cues
Document Summary
Model of persuasion, techniques in which you are trying to get someone to alter their attitude how you get someone to vote for you, read a book you like. Two different routes to persuasion, two different ways you can try and persuade someone to get them to change their attitude. Concentrating, cognitive energy to put in task, means something to you. Ability to process information: people more tired have less ability. Once you have your target youre trying to persuade in one of these two types, things youre going to do/methods are going to be different. Central route processing about the strength of the argument, persuasive arguments based upon central route processing. Will pay attention to what you"re saying, they"ll evaluate it. Will be cognitively elaborating on your persuasive method: to the extent that they have favorable thoughts, people will change their attitude in your direction, favorable thoughts .
