COMM 305 1ndEdition Outline of Last Lecture 1. Toulmin’s Model of Arguments 2. Theory of Reasoned Action and Theory of Planned Behavior a. Determinants of Intention b. Weighted Determinants c. Implications for Persuasion d. Criticism of TRA/TPB 3. Elaboration Likelihood Model4. Aristotle’s Logos, Ethos, and PathosOutline of Current Lecture 1. Toulmin’s Model of Arguments 2. Theory of Reasoned Action and Theory of Planned Behavior 3. Elaboration Likelihood Model a. Processing messages - Two Routes i. Central vs. Peripheral ii. Examples of peripheral cues(e.g., credibility, liking, consensus) b. Which route to take? c. Attitude Change d. Criticisms of ELM i. Parallel processing and the Heuristic-Systematic Model (HSM) ii. What about the message? 4. Aristotle’s Logos, Ethos, and Pathos Current Lecture Rational and unrational moments. This is a theory of audience. Not a theory of message. 3. Elaboration Likelihood Model Theory of how people process messages. We are all cogmitizers. We are stingy with our thinking. We are cheap when it comes to thinking. We don’t like to think if we don’t have to. We use short cuts. We achieve goals in communication through autopilot. We don’t think of every word. We think on auto pilot. We think carefully about the messages we receive but most of the time we don’t. Being a cognimitizer is not a bad thing. If we weren’t cogmitizers our lives would be bad. Itwould be hard to think of every decision in great detail. It would be dangerous to think of every-thing in great detail. We use shortcuts. We use autopilot. You don’t think about avoiding collisions. It happens automatically. Heuristics are eyeball guesses. Heuristic are rules of thumb, initiative judgements. It has to tell us when we are likely to use which. 3ai. Central vs. PeripheralCOMM 305 1ndEdition Sometimes we think carefully other times we elaborate. Careful consideration of messages. Testing grounds of what we know. Peripheral Peripheral processing is marked by a low degree of elaboration. Not much consideration of the message. We see a focus on peripheral or heuristic cues. Rules of thumb that we use. The attractiveness of the communicator. What is your reaction to the message? Do you like it? Is it funny? In the Star Wars ad they said smoking is bad for your health.In the Cheetos commercial they don’t say to buy Cheetos. You aren’t likely to give a lot of thought to this ad. The Cheetos commercial is a peripheral cue. You aren’t supposed to think closely about it. ii. Examples of peripheral cues (e.g., credibility, liking, consensus). Credibility - statements from people seem trustworthy when the speaker is confident - I think they can tell me the truth. Trustworthy in that I think they will tell me the truth. Will they tell me the truth? Liking - liked sources are more persuasive then disliked sources. Celebrity commercials are relying on this. Consensus - we are more likely to be persuaded if people around us are persuaded. We will be less likely to be persuaded f people around us object. Infomercials are an example. They have an audience. The studio audience likes the item. Itmakes you like it. The Home Shopping Network is good. People call in and say how much they like the prod-uct. The theory needs to predict when we are likely to use a route. Which route will I take? The route you take depends on two things: ability and motivation. Motivation is in part situational. It is also individual. Some people have a higher need for cogni-tion. Some people think carefully about everything. Am I motivated?Am I able?If I am motivated I also have to be able to process the message in order to do so.Ability is situational - it depends on having enough information. Free from distraction.Make sense of the message - messages that are to hard are difficult to make sense of. If it is to complex you may give up.COMM 305 1ndEditionIf you are motivated and able you will process the message centrally. 3c. Attitude Change If we process a message centrally attitude change depends on our reaction to the message. If our reaction is favorable we will see strong positive attitude change. Are the cues there or not? Ifthey are we will see weak attitude change. The strength of influence depends on the route. Cheetos wants to create a weak subtle attitude change and think maybe I will want some Chee-tos. How we process messages has cognitive effects. If we are processing a message carefully inthe central route that will evolve new cognitions. New ways of thinking about the world. New ways of thinking about the arguments offered. Processing in the central route we are making new ideas. We are changing our mind one way or another. Those changes will be stronger and longer lasting. Changing how we think of something will help go into our long term memory. It is longer and stronger. In the peripheral route there may be the creation of a friendly association but they aren’t changing our minds. They aren’t changing how we think of something at a funda-mental