COMM 104 Lecture 19Outline of Past LectureI. Cognitive HeuristicsII. Types of Cognitive HeuristicsOutline of Current LectureI. Elaboration Likelihood ModelII. Using ELM to Create a MessageIII. Listening Using ELMI. The elaboration likelihood model measures the amount of motivation and ability to determine the outcome of persuasive messages. Peripheral route thinking usually has a lower amount of motivation and ability, therefore the attitude change overall will be low. Central route thinking that has a high level of motivation and ability will likely result in a higher amount of attitude change. This is because those who use central route thinking will be more persistent and have more predictive behavior. It can also be pointed out that there are two main advantages to the two route system of thinking. Either route can take precedence over the other, and the friction between the two systems means less chance of making bad judgements. II. When creating a message using the ELM, there are several questions to ask yourself. It is important to keep in mind whether your audience will use central or peripheral route thinking. Make sure you can test the effectiveness of your message on a group before the target audienceto measure outcomes. Decide whether or not you need the desired attitude to be temporary or long-term. Decide how many clues and arguments should be used. Ask yourself if your message will create positive or negative thoughts. 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. As a receiver there are also certain points to keep in mind when listening using the ELM. Make sure you are motivated and able to understand the message being given. Understand what your opinion of the subject is and decide what cues might be persuasive based on you beliefs. Pay attention to what evidence is being presented and realize what other factors may contribute to your decision about the
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