Content of Message
The elaboration likelihood model is split into two routes of persuasion. Name them
Central and Peripheral route
The source of the message has 3 main components. Name them.
Attractiveness, Credibility, and Similarity
True or false:
The same message will be just as persuasive to every individual that receives it. Explain.
False. Individual differences and mood play a part in the persuasiveness of a message.
That's not all
True or false
According to liking, when people like us (and make us feel good about ourselves) we are more likely to be persuaded by them
True
What is peripheral route
Your favorite microcelebrity, Dr. Duff, just endorsed a brand of toothpaste (its exactly the same as every other toothpaste brand). Because of her status, you buy the stupid toothpaste. Why?
Her status makes her seem more credible, which affects the level of persuasion.
What word means beyond level of conscious awareness, and must be present but undetectable?
Subliminal Messaging
A big request is made and is denied. Then, a small request is made, which seems much more reasonable. Which technique is described here?
Door in the Face
The perceived level of authority can be influenced by...
(name at least 2 things)
One's role, clothing, or language used
If you are high motivation, which route of the ELM are you likely to use?
What is Central route?
Ivan is soliciting people to sign his petition. You noticed his earrings and his muscular physique, so you sign his petition. What component of the source of the message is described here?
Attractiveness
Individual Differences
A car dealership offers you a car at a good price. You agree, only to be met with additional fees and taxes. You also accept because you've already committed.
What is this an example of?
Lowballing
We perceive things as more valuable as they become less available. Match the term.
Scarcity
When Hilary shops for clothes, she is highly motivated to make sure that the clothes are of the best quality. What route of the ELM is she likely to use?
What is the Central Route?
When Leon wears a suit and tie, people tend to think he is more credible and trustworthy. With respect to the source of the message, what is being described here?
Credibility
Only simple messages have an effect
Effect is very temporary
There are more cost-effective techniques
The Lowballing and Foot in the door technique both have one thing in common...
Hint: Cialdini's weapons of persuasion
Commitment and consistency
Reciprocity
Apollo is running late to class and needs to buy some food from the elbow room store. They choose a snack with the prettiest label, and neglects to read the packaging. What route of the ELM are they using and why?
They are using the Peripheral route because he is short on resources (time/cognitive ability)
If your Professor tells you to watch a show, you might not be convinced its worth watching. If your good friend, Arianna, tells you to watch a show, you are more likely to be persuaded to do so. Why?
The similarity of the source (of a message) affects the level of persuasion.
Does one's mood affect persuasion? Explain.
Yes.
People are more likely to be persuaded when they are happy
People are spending more cognitive energy to be happy
They are less likely to think critically (use peripheral processing route)
There are 3 ways in which one can resist persuasion. Describe 2.
Reactance - feeling of resistance when a person feels that their freedom of choice is threatened
Forewarning - being alerted of persuasion in advance - are committed to an attitude and can generate counter arguments
Inoculation - exposure to a weaker version of a counterargument can build resistance against stronger versions. Less likely to change one's attitude later.
Everyone is buying Labubu's these days. As a result, Ma Cassandra thinks they she oughta buy one too. What is this an example of?
Social Proof