CAS PS 261 Study Guide - Midterm Guide: Persuasion, Camel (Cigarette), Elaboration Likelihood Model

• School: Boston University
• Department: Psychological & Brain Sciences
• Course: CAS PS 261
• Professor: Andrea Mercurio

Document Summary

Persuasion: the process by which a message induces change in beliefs, attitudes, or behaviors. Dual process model: elaboration likelihood model (elm) Occurs when interested people focus on the arguments and respond with favorable thoughts. Peripheral route (implicit attitude) via repeated association b/w attitude object n emotion. Occurs when people are influenced by incidental cues, such as a: pretty & cacioppo speaker"s attractiveness. Central route processing enduring change than peripheral. People think carefully rely on their own thoughts. High motivation & ability to think about the message. Deep processing & focused on quality of the message arguments. Low motivation & ability to think about the message. Superficial processing & focused on surface features. Temporary change & susceptible to fading & counterarguments. A credible communicator is perceived as both expert and trustworthy: expertise. Start with what audience agree with you seem smart. Higher => when audience believes the communicator is not.