COMM 305 1at Edition Lecture 23 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 Model 4 Aristotle s Logos Ethos and Pathos Outline 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 It would be hard to think of every decision in great detail It would be dangerous to think of everything 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 Peripheral 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 It makes you like it The Home Shopping Network is good People call in and say how much they like the product 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 cognition Some people think carefully about everything COMM 305 1at Edition 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 If 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 If they 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 Cheetos How we process messages has cognitive effects If we are processing a message carefully in the 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 fundamental level