1
Q
Elaboration Likelihood Model
A
- Routes to attitude change (How can we change people’s attitudes?)
- Can be positive or negative
2
Q
Central Route
A
- Systematic Processing
- Involves lots of cognitive elaboration/thinking
- Meaning of message is critical to persuasion (not all messages can be meaningful in automatic processing)
- People take time to think about what you are presenting to them (We want to get people to think)
3
Q
Peripheral Route
A
- Very little systematic processing/thinking
- Relying on heuristics, biases, things outside of conscious awareness
- Other message characteristics are more important
4
Q
Central Route (Assumptions)
A
- People have time
- People have knowledge (knowledge/background is necessary but not sufficient to behaviour change)
- Topic is personally relevant (Why should I care about this?)
5
Q
Central route decisions are made based on…
A
- Strength of arguments: How persuasive are you when talking to someone into thinking
- Fairness of arguments: presenting both sides and engaging them in the topic
6
Q
Peripheral Route (Assumptions)
A
- People don’t have time
- Motivated to think about something else other than message you are giving them
- People don’t have capability to think about the message = less knowledge
- Message doesn’t have sufficient arguments/poor message (keep it simple and focus on one construct)
- Message is not personally relevant
7
Q
Peripheral route decisions are made based on…
A
- Assumptions of expertise (e.g. lab coat = expertise)
- Large number of arguments = overwhelming = default to peripheral route
- Consensus: What do most people agree/do/is normal in society? (Lots of people are doing this so I won’t think about it)
- Peripheral cues: Elements within an ad, argument, message (attractiveness, colors, etc)
8
Q
Other ELM Considerations
A
- Relevance to person: We want people to be motivated to consider your information
- Relationship of person to messenger: How much trust, actual/perceived expert, person who has had experience
- Similar other: We want to fit in to people who are similar to us
- Pre-existing attitude: Where are they starting from?
- Highlight neutral pre-existing attitudes to consider 2 sides of an argument
9
Q
Reactance
A
- Try to talk to people and they react badly to how you are trying to talk to them
- Stronger pre-existing attitudes = likelihood of reactance to strong messages
- Bigger reactants if you come on strong and they are starting too far opposite
10
Q
Attitude change through processing
A
- Central processing = more stable, long lasting, successful attitude change
- Peripheral processing = weak, temporary attitude change
- We hope for central processing but there are many things we can be thinking about and it’s hard to do!
11
Q
Ad messages
A
- Messages need to be targeted: Big difference in who ads target
- Motivation to process: What might influence personal relevance, same messages but approached differently
- Ability to process: how comprehensible are the ads, what peripheral cues are there, what kinds of emotions are generated
- Nature of cognitive processing: What type of thoughts, how much will someone stop and think (this is hard to measure)
- Predict changes in attitudes: positive or negative
12
Q
Attitudes: Message Content (Positive)
A
- Create a positive attitude toward desired behaviour (health promoting behaviour)
- Present attractive, expert, reliable, trustworthy model
- Positive information about: performance of behaviour, outcomes of behaviour
- For long term behaviour change: Central route processing
13
Q
Attitudes: Message Content (Negative)
A
- Create negative attitude toward undesired behaviours (health harming behaviour)
- -Present attractive, expert, reliable, trustworthy model
- Create negative beliefs about: behaviour, outcome of behaviour, convince people it is a bad idea
- Some behaviours need more of a focus on peripheral decision making
14
Q
Why do some behaviours need a focus on peripheral decision making?
A
