Cmn 152 Final

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Cognitive response model

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argues that persuasion is not caused directly by messages; we are only persuaded if we have thoughts that agree with the message. Therefore, persuasive messages create attitude change by encouraging listeners to have favorable thoughts.

• Messages that prompt predominantly favorable target-generated thoughts should be persuasive
• Messages that prompt mostly unfavorable target-generated thoughts should be unpersuasive

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Number of Cognitive Response affects extremeties.. not

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whether person is persuaded or not

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Mindless

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automatic pilote

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What affects the degree of elaboration

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ability and motivation

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what affects ability

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Distraction, prior knowledge

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What affects motivation

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Involvement, Need for cognition, Multiple sources with multiple arguments

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Need for cognition

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How much the receiver enjoys thinking

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Involvement

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How personally relevant the issue is to the receiver

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Multiple sources with multiple arguments

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One source - cue

multiple sources - elaborates more

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Under conditions of high elaboration, the resulting attitude depends on

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whether the person has predominantly favorable or unfavorable thoughts about the position

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Simple judgment cues

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credibility, liking, consensus, and superficial message characteristics

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Changes in attitude that result mostly from central/systmatic processing will..

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show greater temproal persistance, greater prediction of behavior, greater resistance to counterpersuasion

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According to ELM, one route tends to

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be dominant

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HSM makes specific predictions on how the 2 routes impact each other guided by...

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sufficiency principle

additivity effects

interaction effects

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Sufficiency principle

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• People are motivated to produce accurate judgments

but
people don’t want to spend too much or too little time/effort making a decision

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Unambiguous Strong

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(the important attributes out number the unimportant attributes)
4 important attributes & 2 unimportant attributes

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Unambiguous Weak

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unimportant attributes outweigh important attribute)
4 unimportant attributes & 2 important attributes

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Ambiguous

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(equal number to strong to weak messages)
3 unimportant attributes & 3 important attributes
>>for those who are high elaborators they will experience doubt.

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For the ambiguous message:
Source credibility

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influenced participants’ attitudes regardless of task importance>> even high elaborators looked at the cue

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• Systematic 1

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o Intuition
 Not open to introspection
 Governed by habit so difficult to change
 Similar to the features of perceptual processes

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• System 2

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o Reasoning
 Consciously monitored and deliberately controlled
 Flexible but effortful
 Capacity for mental effort is limited

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Heuristics can be defined as

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Attribute substitution

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Attribute substitution

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Occurs when people offer a reasonable answer to a question they have not been ask - when people are confronted with a difficult question sometimes they answer an easier one instead

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accessibility

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• A thought is highly accessible when it comes to mind spontaneously and effortlessly
o Things that are larger, and louder tend to catch our attention
o Similarity – things more are more accessible. If you’re looking for a new car to buy you may start seeing it more often cause it’s on your mind
o Evaluation is key
 Our attitudes are highly accessible and change our ability to perceive things without our conscious awareness

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• Credibility

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first most important

consists of trustworthiness and expertise

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• Liking

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second most important

second in terms of having an impact on persuasion – it induces greater perceptions of trustworthiness

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• Similarity and • Attractiveness

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Tied for third

affects liking

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Similarity on training

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leads to a negative effect on expertise – less persuasion

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• Nonfluencies – slips of tongues – affect ONLY

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the expertise component

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• Position advocated (expectancy-violation) – you expect someone to be bias, but they surprise you and aren’t – leads to greater

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credibility

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• The more involved a receiver is with the issue in the message the

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Less credibility matters

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• High credibility is more persuasive with a

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counter attitutional message

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• Low credibility is more persuasive with a

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pro attitutional message

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• Identifying the source after the message minimizes the effect of

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crebility

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• The effect of liking on influence is obtained under conditions of

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low issue involvement

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Implicit conclusion

why better

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the target must derive the resulting conclusion independently

receivers may be more persuaded because they reached the conclusion on their own

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explicit conclusion

why better?

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The author provides premises and states the resultung conclusion

Receivers are less likely to misunderstand the point of the message

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overall, ____ conclusion messages are more effective

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explicit

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The advanatege of explicit conclusion message occues

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independent of target intelligence

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Order of effectiveness

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1.) 2 sided refutational
2.) 1 sided message
3.) 2 sided non-refutational

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Overall, targerts are nmore persuaded by messages with_______

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evidence than without

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Evidence

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information provided to support a message argument

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Types of evidence

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Narratives - specific instance or case study

Statitics - numerical summary of large number of cases

Messages that emply both types of evidence ar emore persuasive than messages that use only one type

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3 basic elements of emotion

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1.) cognition apprasial
2.) Physiological change
3.) Action tendency - motivation component

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Fear appeals

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A message that contains graphic message content, a message that arouses fear or anxiety in message targets

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Response efficacy

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the belief that a recommened solution to the fearful situation will be effective

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Self efficacy

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The belief that one can effectively perfrom the recommended behavior

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People who have high perceptions of both response and self efficacy will take part in

if low

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danger control


fear control