TAILIEUCHUNG - Social Psychology - Chapter 7: Persuasion

Elaboration likelihood model (ELM): People focus on different aspects of a persuasive message as a function of their involvement in the message content. There are two distinct routes of persuasion. | persuasion Chapter 7 Persuasion processes How do we process persuasive messages? Elaboration likelihood model (ELM): People focus on different aspects of a persuasive message as a function of their involvement in the message content. There are two distinct routes of persuasion. Central or systematic route A person who carefully considers the content of the message and is influenced by the strength of the arguments. Example: Buying a car by reading Consumer Reports, test driving the car, and evaluate the different features, etc. Peripheral or heuristic route A person who is influenced by superficial characteristics. Example: Buying a car by seeing an attractive person drive that same car or the images the car is advertised in, etc. Factors influencing the type of processing What factors influence the route of persuasion one uses? Ability to focus: If you are distracted and find it difficult to concentrate on the message than one relies on peripheral cues. Even subtle factors that can increase people’s ability to concentrate can lead to higher rates of the central processing. Motivation to focus: With the lack of motivation a person will rely on peripheral cues, such as the length of the message, the source of the message, and the speed at which the message is delivered. Even the familiarity of phrases used in a message can influence persuasion. Factors that influence persuasion Three key factors influence the effectiveness of a persuasive message: The source who delivers the message. The content of the message. The audience who receives the message. The Source Who delivers the message, . an actor, a spokesperson, etc. can persuade people depending on the source’s following characteristics: Attractiveness: Good looking people and their likeable are highly influential. Similarity: People are more likely to persuaded with those they have something in common. “word of mouth” advertising and references from family and friends. Credibility: Sources who appear competent

• Tâm lý học
• Intro to social psychology
• Social Psychology R
• Social Psychology
• Social perception
• Folk wisdom
• Elaboration likelihood model
• Tâm lý xã hội
• Social cognition
• Research methods
• Attitude formation
• Marketing communications
• Integrated marketing communications
• Integrated marketing program
• Communication process
• Basic model of communication