Attitude Changes- Persuasion

• Who developed the Elaboration Likelihood Model (ELM)?


  Petty and Cacioppo
• What are the two routes of thinking in the Elaboration Likelihood Model?


  • Central route: Involves elaboration and processing of compelling arguments.
  • Peripheral route: Involves no elaboration and relies on superficial cues.
• What type of attitude change occurs through the central route?


  Long-lasting and resistant to change
• What type of attitude change occurs through the peripheral route?


  Temporary and susceptible to further change
• What factors affect which route of thinking a person will employ?

  Situational and personality variables
• What are some examples of superficial cues in persuasion?

  Expertise, status, trustworthiness, attractiveness, similarity, emotions
• What does the Need for Cognition Scale measure?


  The extent to which people engage in and enjoy effortful cognitive activities
• Who developed the Need for Cognition Scale?

  Cacioppo, Petty, and Kao
• What are the effects of persuasion tools based on the route of thinking employed?


  • Different effects depending on the route of thinking.
  • Same variable can affect persuasion via different processes.
  • Effects vary at different levels of elaboration likelihood.
• What happens when elaboration likelihood is low?


  Same variable may act as a peripheral cue to simple rules or emotions
• What happens when elaboration likelihood is high?


  Same variable becomes part of the argument itself and biases processing
• What is the effect of attractiveness as a cue in persuasion?


  It can affect evaluations differently based on involvement level
• How does attractiveness affect evaluations in low involvement conditions?


  • Attractiveness acts as a peripheral cue.
  • Affects evaluations via less elaborated processing.
• How does attractiveness affect evaluations in high involvement conditions?


  • Attractiveness becomes an argument itself.
  • Affects evaluations via more elaborated processing.
• What are the characteristics of change achieved through the Central Route?


  More persistent over time, resistant to change, and predictive of behavior
• What are the differences between the Central Route and Peripheral Route in terms of thinking mode, influence tool, persistence, resistance, and prediction?


  | | Central Route | Peripheral Route |

  | --- | --- | --- |

  | Thinking Mode | Hi WATT | Lo WATT |

  | Influence Tool | Arguments | Cues |

  | Persistence | Longer | Shorter |

  | Resistance | Stronger | Weaker |

  | Prediction | High | Lower |
• Who developed the Heuristic-Systematic Model (HSM)?


  Chaiken
• What are the two modes of processing in the Heuristic-Systematic Model?


  • Systematic processing: Thoughtful, deliberate, analytical.
  • Heuristic processing: Reliance on simple rules.
• What are the main differences between the Elaboration Likelihood Model (ELM) and the Heuristic-Systematic Model (HSM)?


  | ELM | HSM |

  | --- | --- |

  | Central vs Peripheral processes | Systematic vs Heuristic processing |

  | Continuum of elaboration | Both types happen simultaneously |

  | One motive for motivation | Three potential motives for motivation |
• What is the Sufficiency Principle in the Heuristic-Systematic Model?


  Heuristic processing may be enough until a threshold is reached, prompting systematic processing for more information
• What are the advantages and disadvantages of dual-process models of persuasion?


  Advantages:

  • Popular and widely studied.
  • Extensive literature available.

  
  

  Disadvantages:

  • ELM criticized for being nonfalsifiable.
  • Accused of creating needless neologisms.
  • Described as vague for systematic study.
• What is the definition of WATT in the context provided?


  Willingness or ability to think
• How does the example of jury decision making relate to WATT?


  It illustrates the application of willingness or ability to think in making decisions
• What is the concept of additivity in decision making?


  • Heuristic and systematic processing may lead to the same conclusion
  • Confidence in that conclusion is higher than with either technique alone
• What does bias refer to in the context of heuristic processing?


  • Heuristic processing may generate initial conclusions
  • These conclusions can bias the nature and scope of systematic processing
• What is attenuation in decision making?


  • Systematic processing may produce conclusions
  • These conclusions can limit or overturn those of heuristic processing
• What are the three motives of the Heuristic-Systematic Model (HSM)?


  1. Accuracy motivation
  2. Defence motivation
  3. Impression motivation
• What does ELM stand for?


  Elaboration Likelihood Model
• What does HSM stand for?


  Heuristic-Systematic Model
• What are the main focuses of ELM and HSM?

  They focus on persuasion and attitude change.
• Who developed the Elaboration Likelihood Model?


  Petty and Cacioppo
• Who developed the Heuristic-Systematic Model?


  Chaiken
• What are the two routes of persuasion proposed by ELM?


  Central and peripheral routes
• What are the two modes of processing proposed by HSM?


  Heuristic and systematic processing
• What does the central route in ELM involve?


  High elaboration and careful thinking
• What does the peripheral route in ELM rely on?


  Cues like source attractiveness or credibility
• What is the result of using the central route in ELM?


  More enduring attitude change
• What is the result of using the peripheral route in ELM?


  Less enduring attitude change
• What does systematic processing in HSM involve?


  In-depth analysis of information
• What does heuristic processing in HSM rely on?


  Mental shortcuts or rules of thumb