PSYCH 2C03 Lecture Notes - Lecture 6: Elaboration Likelihood Model, Attitude Change
11 Apr 2018
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4 components of persuasion: source, target, message, medium. Two components of credibility: expertise, trustworthiness. Source credibility a ecting persuasion: discounting cues, acceptance cues. Attitude change in direction of the persuasive message: if credibility is high than higher present of attitude change towards the persuasive message. Changes in agreement with persuasive messages vs. time: message from high credibility sources become less persuasive over time; normal decay, messages from low credibility sources become more persuasive over time; sleeper e ect. Sleeper e ect: delayed increase of the e ect of a message that is accompanied by a discounting cue. Memory findings: no di erence in memory for information presented in persuasive messages, memory for source decreased over time. Hear pro-tuition-increase argument while those these what is the dollar they suggest for next years urged tuitions: not moving head: 550, shaking head: 450, nodding head: 650.
