PSY 331 Social PSY Lecture 18 Outline of Current Lecture I. ELMII. 4 rolesIII. Influences on motivation & ability Current Lecture- ELMo 2. Multiple roles hypothesis: variable can exert influence using different processes at different points on the continuum.o Example: beautiful scenery Low EL: scenery a shortcut- Peripheral processing High EL: scenery evaluated as an argument central processing Car vs. vacation ad?- Car: different results- Vacation: same results, different reasons.o 4 roleso 1. Treated as argument When high EL Persuasiveness depends on argument quality o 2. Bias processing of ambiguous info When EL high Still judging central merits… …but favor one interpretation over another Example: UB prof. vs. company researchero 3. Shortcuts When high EL Saving cognitive effect Example: fashion modelo 4. Influence motivation & ability Most likely when:- EL moderate- Unsure if effort is worthwhile- Influences on motivation & abilityo Personal relevance / importance = increase motivationThese 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.o Incongruity w/ expectations = increase motivation Example: expert w/ surprisingly weak argumentso Distractions = decrease ability Uncomfortable posture Exercise- Use this to your advantage- Effects not always straight forwardo Rhetorical questions If motivation is low, can increase If already high, can be distracting- Low ability- Motivation, ability & persuasion o For all: effects on persuasions depend on resultant EL Low El: function of argument strength o No single “ recipe” that always workso What conditions are most effective? Low EL can both hide poor argument…- …and undermine good one High EL can both expose poor one…- And cause acceptance of good
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