persuasion and attitude change

Elaboration Likelihood Model

A model explaining persuasion through two routes: the central route and the peripheral route.

Central Route to Persuasion

Persuasion through careful thought and evaluation of the strength of arguments; more likely when motivation and ability are high.

Peripheral Route to Persuasion

Persuasion through simple cues, such as attractiveness, expertise, or message length, rather than careful evaluation of arguments.

When Is the Central Route Most Likely?

When people are motivated and able to carefully consider the message and its arguments.

When Is the Peripheral Route Most Likely?

When people have low motivation or ability to think carefully about the message.

Cognitive Attitudes

Attitudes based largely on beliefs and thoughts; these may be especially influenced by careful consideration of arguments.

Dissonance-Based Attitude Change

Changing attitudes to reduce inconsistency between beliefs, attitudes, and behavior.

Cognitive Dissonance

The uncomfortable feeling that can occur when a person's beliefs, attitudes, or behaviors conflict.

Using Dissonance to Promote Attitude Change

A person may change their attitude to make it consistent with behavior they have already performed.

Arousing Fear in Persuasion

Fear-based messages can persuade when they provide clear, achievable actions; overwhelming fear without a solution can backfire.

Classical Conditioning of Attitudes

Developing an attitude by repeatedly pairing an attitude object with a positive or negative stimulus.

Advertising and Attitudes

Advertising can influence attitudes through repetition, familiarity, and associations, and can affect purchasing behavior even when people underestimate its influence.

Subliminal Advertising

Advertising or stimuli presented below the level of conscious awareness; evidence for meaningful real-world effects is limited.

George and Jennings (1975) Chocolate Study

A study involving subliminal advertising and chocolate that was not successfully replicated.

Gable et al. (1987) Study

A study in which sexual images did not produce a significant effect in the context described in the course notes.

Greenwald et al. (1991) Tape Study

The reported effect of self-help tapes was explained by participants' beliefs about which tape they received rather than the tape's actual content.

Attitude Inoculation

Building resistance to persuasion by exposing people to weak opposing arguments and preparing them to respond.

Reactance Theory

The theory that people resist persuasion or restrictions when they feel their freedom of choice is threatened.

Psychological Reactance

The motivation to restore freedom when a person believes that freedom is being threatened or taken away.