Dual-Processing Models of Persuasion

Cognitive dissonance is attitude change via an WHAT

Cognitive dissonance is attitude change via an INTERNAL DISCREPANCY

Persuasion is an attitude change via an WHAT

Persuasion is an attitude change via an EXTERNAL MESSAGE

Elaboration-likelihood model and heuristic-systematic model both argue that WHAT

Elaboration-likelihood model and heuristic-systematic model both argue that there are two ways that a persuasive message can cause attitude change, each differing in the amount of cognitive effort or elaboration they require

What are the two systems that we can take

1. WHAT

2. WHAT

What are the two systems that we can take

1. Central route (systematic)

2. Peripheral route (heuristic)

The central route

When people are motivated and able to think carefully about the content of a message

The central route

• WHAT elaboration conditions

• Influenced by WHAT and WHAT of the argument

The central route

• HIGH elaboration conditions

• Influenced by the STRENGTH and QUALITY of the argument

The peripheral route

When people are unwilling or unable to analyze message content 

The peripheral route

• Pay attention to cues that are WHAT to the content (eg, attractiveness of the speaker)

• WHAT elaboration conditions

• Attitudes are WHAT, and less WHAT in behaviour than the central route

The peripheral route

• Pay attention to cues that are IRRELEVANT to the content (eg, attractiveness of the speaker)

• LOW elaboration conditions

• Attitudes are WEAKER, and less PREDICTIVE in behaviour than the central route

The central route proves to be persuasive in WHAT

The central route proves to be persuasive in ARGUMENT QUALITY (convincing or not)

The peripheral route proves to be persuasive if WHAT

The peripheral route proves to be persuasive if source has PHYSICAL ATTRACTIVENESS (more attractive), similarity to SELF, attitudes, appearance or social categories (more similar in all aspects, and finally SOURCE CREDIBILITY (most important) 

Source is perceived to be credible if seen as to be WHAT, WHAT and WHAT

Source is perceived to be credible if seen as to be EXPERT, UNBIASED and TRUSTWORTHY

What are two issues with the peripheral route

• WHAT

• WHAT

What are two issues with the peripheral route

• Sleeper effect

• Source memory

Sleeper effect

• Difference in persuasion caused by differences in credibility tend to diminish over time 

Source memory

The idea that we encode information not only about the argument but also about who is the source of the argument

Over time, source memory decays, and any influence of WHAT is diminished

Overtime source memory decays and any influence of SOURCE CREDIBILITY is diminished