PSYC 360 Lecture Notes - Lecture 8: Elaboration Likelihood Model, Cognitive Load, Attitude Change
Document Summary
Affective (emotional), behavioral, cognitive (based on values and beliefs) Communication (e. g. a speech or television ad) that advocate a particular side of an issue. Elaboration likelihood model an explanation of the two ways in which persuasive communications can cause attitude change. Central route when people are motivated and have the ability to pay attention to the arguments in the communication. Peripheral route when people do not pay attention to the arguments but are instead swayed by the surface characteristics. Peripheral route to persuasion the case whereby people do not elaborate on the arguments in a persuasive communication but are instead swayed by peripheral cues. People high in need for cognition form attitudes through central route. Need for cognition a personality variable reflecting the extent to which people engage in and enjoy effortful cognitive functions. The ability to pay attention to the arguments: When people are unable to pay close attention to the arguments, they are swayed more by peripheral cues.
