COMM 318 1st Edition Lecture 11Outline of Last Lecture I. Elaboration Likelihood Model (ELM)Outline of Current Lecture II. ELM Wrap-UpIII. Heuristic Systematic Model (HSM)Current LectureI. Utility of the ELMA. makes it possible to understand two systematic ways in which people respond to persuasivemessages1. central/peripheral processing B. identifies two key elements that determine the nature message processing1. motivation/abilityC. knowing the way messages are processed and the factors that determine processing makes it possible to construct more effective persuasive messagesII. Limitations of ELMA. theoretical limitations1. questions about the degree to which the two routes accurately reflect human processing capabilities 2. not possible to determine airport conditions under which some variables will be processed centrally or peripherally• source expertise can be a central/peripheral cueB. empirical limitations1. inconsistent evidence support the theory2. many studies focus on the same message topics• message advocating tuition increase or comprehensive exams• leads to questions about the generalizability of ELMHEURISTIC SYSTEMATIC MODEL (HSM)(decision rules)I. BackgroundA. another dual-process message processing modelII. AssumptionsA. individual are cognitive misers1. individuals seek to maximize cognitive activity2. if we payed attention to all the information around us we would be overwhelmed ***we only give a great deal of cognitive activity to certain things***B. sufficiency principleThese 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.1. people strive to know as much as they need to in order to make a decision-but not more or lessIII. Two types of message processingA. systematic processing1. careful scrutiny of message content2. similar to central processing in the ELMB. heuristic processing1. heuristics involve simple decision rules• make it possible to evaluate a message (and recommendations) without scrutinizing the arguments made2. “mental shortcuts” 3. examples• experts are correct• large number of arguments=good arguments• novelty is good (new vs. old)• titles=qualificationIV. HSM & message processingA. heuristic processing is our default stateB. systematic processing occurs when people have sufficient motivation&ability1. defined similarly to ELM***ELM assumes all central/peripheral vs. HSM assumes influence of both***C. individuals may use both heuristic and systematic processing in evaluating a message1. dual processing is possible***our default state is being a cognitive miser, we move out of that state when we have sufficient motivation or ability***V. Differences between HSM & ELMA. HSM allows for dual processing whereas ELM does not1. only one route is possible in the ELMB. heuristics are defined in more specific terms in the HSM1. heuristics of “mental shortcuts” in the HSMC. HSM starts with the assumptions that people are cognitive misersVI. The UnimodalA. argues against the dual process models1. seen as unnecessary2. message processing only involves one routeB. persuasion: “a process during which beliefs are formed on the basis of appropriate evidence”C. evidence: “information relative to a conclusion”D. message arguments and heuristic cues are processed in the same way-only one route1. heuristic/peripheral cues as evidence2. message arguments are evidenceE. if motivates and able, people will process whatever evidence is relevant1. the distinction between central cues and message arguments is