COM 203 minipaper
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COM203_Week12_Session1_Fall20172.pptxCOM 203: Introduction to Communication
Week 12, Day 1
Agenda
Discuss Elaboration Likelihood Model (ELM)
Discuss process of attitude change
Reminders:
Next week, discussing health communication; please read Ch. 14
Quiz 4 and Paper 4 on 12/12
Options for paper are Weeks 11-14, Ch. 13, 14 or readings on gender communication
Elaboration Likelihood Model
This model focuses on how we process persuasive messages
In order to manage the “onslaught” of persuasive messages we have developed two “pathways” though which we interpret and assess messages
Each “pathway” relies on different criteria to judge the message and therefore whether we are persuaded
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Central Route Processing
The central route involves message elaboration (careful examination of the argument)
Specifically, messages that are processed centrally, involve attention to:
a) argument issue relevance
b) quality of argument
c) credibility of speaker (message origin)
d) potential implications
Peripheral Route Processing
The peripheral route is our “mental shortcut” for processing persuasive messages
Allows for us to accept or reject a message without thinking about it “in depth”
Instead the persuasive message is examined (and judged) though the use of several peripheral cues
Peripheral Cues
Researchers have identified at least six cues that we use in peripheral processing that allow us to make quick decisions
1) Reciprocation
2) Consistency
3) Social Proof
4) Liking
5) Authority
6) Scarcity
https:// www.youtube.com/watch?v=cFdCzN7RYbw&nofeather=True
Reciprocation – you owe me
Consistency – always done it this way
Social proof – everybody’s doing it
Liking – love me, love my ideas
Authority – just because I say so
Scarcity – quick, before they are all gone
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Route Specific Processing
It is important to note that while these two routes may seem mutually exclusive…that is not necessarily the case
cognitive effort that one wishes to use in evaluating a persuasive message
The more effort used, the less an individuals will be persuaded by content-irrelevant factors
As reliance in content-irrelevant factors increases, the strength or permanence of the persuasion decreases
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Factors that Influence Processing
The way in which we process a persuasive message is dependent on a) the amount of effort that we wish to use and b) the ability to use effort
A) Effort motivation
- attitude correctness
- personal involvement
- need for clarity
B) Effort ability
- Distractions
- Repetition
Re-cap: Central route processes
Central route results:
stronger attitudes that are more resistant to counter persuasion, persist
Stronger attitudes that can predict future behavior
Longer lasting behavior change
Re-cap: Peripheral processes
Peripheral processing involves quantitatively less consideration of message arguments
Attitude change is less likely to be based on merits of the arguments
Cues such as source credibility or source attractiveness may lead to attitude change
Behavior change is not long-lasting
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Re-cap: Peripheral processes
Classical conditioning, self-perception, and mere exposure may all provide relatively effortless approaches to peripheral processing, resulting in attitudes with less resistance, persistence, or predictive utility
Attitudes are subject to change again
PROCESS OF ATTITUDE CHANGE
Sometimes it may be difficult to bring about attitude change; sometimes it may be relatively easy. Sometimes attitude change is the product of thoughtful analysis of competing arguments; sometimes it may come about quickly, with little real mental effort.
Herbert Kelman identified three forms of attitude change:
Compliance
Identification
Internalization
PROCESS OF ATTITUDE CHANGE
Compliance
Compliance occurs when a person accepts influence in order to gain a favorable reaction from the persuader but does not actually change the original attitude.
Example: Your painter may dislike the colors you’ve chosen but is willing to comply for the payday. Let’s face it, he’ll never like the color.
PROCESS OF ATTITUDE CHANGE
Identification
Identification occurs when people accept influence because they want to establish or maintain a satisfying self-defining relationship to another person or a group.
Example: Membership in a sorority provides satisfaction to a person looking to establish identity through group affiliation.
PROCESS OF ATTITUDE CHANGE
Internalization
Internalization occurs when people accept the persuader’s influence because the resulting behavior and the ideas on which it is based are intrinsically rewarding.
Example: You’d rather hit the gym
than go to your study session, but
at the end of the day, you know the
study session will serve you well and
provide some long-term reward.
FINAL THOUGHT
Persuasion holds a constant presence in everyday communication. Whether the messages come from mass media or interpersonal relationships, we are either being persuaded or attempting to persuade.
The important point is that persuasion is part of the cultural discourse and it helps us navigate our way toward a structured set of values, beliefs, and understandings.
Next time…
Discuss health communication
Please read Ch. 14
Reminders:
Quiz 4 and Paper 4 on 12/12
Options for paper are Weeks 11-14, Ch. 13, 14 or readings on gender communication
