CH 6- Persuasion

Elaboration Likelihood Model (ELM)

Explains how people are persuaded

Central Route

Deep thinking, high effort → strong, long-lasting attitude change

Peripheral Route

Low effort, based on cues (looks, emotions) → temporary change

What determines central vs peripheral route?

Motivation (do I care?) + ability (can I understand?)

Yale Communication Model

Framework with 4 parts of persuasion

4 parts of Yale Model

Communicator (who), Message (what), Channel (how), Audience (to whom)

Communicator Variables

Characteristics of the person delivering the message

Message Variables

How the message is structured and delivered

One-sided message

Only presents one viewpoint; works if audience already agrees

Two-sided message

Presents both sides; more persuasive for skeptical audiences

Fear Appeal

Using fear to persuade behavior or attitude change

When is fear most effective?

Moderate fear + includes a clear solution

Humor in persuasion

Increases attention and liking but can distract from message

Buzzword

Vague positive words that sound good but lack clear meaning

Examples of buzzwords

“Natural,” “clean,” “premium”

Channel (Medium)

How the message is delivered

Audience Variables

Traits of the person receiving the message

Self-esteem and persuasion

Low = easier but temporary; high = harder but lasting

Evoked Needs

Needs that influence how someone responds to persuasion

Maslow’s Hierarchy of Needs

Model showing levels of human needs that influence behavior

Maslow Level 1

Physiological (food, water, sleep)

Maslow Level 2

Safety (security, protection)

Maslow Level 3

Social (love, belonging)

Maslow Level 4

Esteem (confidence, respect, status)

Maslow Level 5

Self-actualization (becoming your best self)

Why is Maslow important for persuasion?

Messages are more effective when they target people’s needs