COMM 318 1st Edition Lecture 10 Outline of Last Lecture I. Risk & Persuasion AttitudeOutline of Current Lecture II. Elevation Likelihood Model (ELM)Current LectureELABORATION LIKLIHOOD MODELI. How do people process persuasive messages?A. Explains responses to messages that contain an argument and/or peripheral cues1. Argument: content of a message2. Peripheral cues: information external to message content3. Makes predictions about responses to a single messageB. A dual-process model1. Explains the two routes through which individuals may process a persuasive message and develop a positive/negative attitudeII. ELM Assumptions…A. People are motivated to hold “correct” attitudes1. What is “correct” is subjective2. Incorrect attitudes are maladaptiveB. The amount of cognitive effort people are willing or able to engage in to process persuasive appeals varies across people and situationsC. Elaboration continuum(2 types of processing – central & peripheral)Persuasive communication -> motivated to process? -> ability to process?D. Central route: careful scrutiny of message content (focusing on the arguments of the message)1. Attitude change is a function of message content and elaboration2. Elaboration: the extent to which a person thinks about the issue-relevant arguments contained in a message (e.g. argument quality, evidence, logical consistency)3. Positive attitudes are a result of a greater number of positive cognitions about the message4. Negative attitudes are a result of a greater number of negative cognitionsE. Peripheral route: cues that are peripheral to the message (e.g. source expertise) shape attitudes without the need for engaging in any extensive issue-relevant thinking1. Attitudes change because the attitude object has been associated with either positive or negative persuasion cuesEx: agreeing with a message simply because the source is credible(Think of it this way: if you’re voting for a presidential candidate, you will likely use central processing, if you are picking up paper towels, you will likely use peripheral processing)These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.III. Determinants of Processing Route…A. Motivation: are motivated to process the message centrally?1. Factors that influence motivation: involvement in the message topic, need for cognition, and personal responsibility for your attitudeB. Ability: are you able to process the message centrally1. Factors that influence ability: distraction, background knowledge of the topic, and message clarityHigh motivation + high ability = central processing2. Quality of the arguments contained in the message should determine the influence of the message on attitudes3. Low motivation OR low ability = peripheral processing• Peripheral cues determine message evaluation and influence of the message on
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