PSYCH 104 Lecture Notes - Lecture 7: Elaboration Likelihood Model, Attitude Change, Normative Social Influence
Document Summary
Important factors: role of the social context, strength of the attitude, extremity: vested interest, certainty: increased when others feel the same way we do, role of personal experience. Theory of planned behavior: intention is key variable; determinants. Subjective norms how people you care about will view your behavior. Two important models: elaboration likelihood model (elm) developed by petty and cacioppo (1981, heuristic systematic model developed by chaiken (1980) Persuasion likely: attitude change is long lasting. Persuasion is likely: attitude change may be temporary. Makes distinction between two levels of processing, called systematic and heuristic. Motivated, involved people use systematic processes, focus on strength. Sample heuristic shortcuts: length implies strength, consensus is correct, experts can be trusted. Four basic elements: communicator, communication, target, situation. Credibility: expertise, trustworthiness, argue against your own self-interest, present a balanced two sided message. Likeability: attractiveness don"t have trolls selling floor wax on tv, similarity. Key is to offer solutions or reassurance.
