Elaboration Likelihood Model and Heuristic Systematic Model COMM475

systematic processing

thoughtful and deliberative. involves weighing the pros and cons of the argument then deciding if u agree with the msg or not. CENTRAL

Elaboration likelihood model

Cognitive model: focuses on the receiver of the msg. how likely is the receiver to think about/elaborate on the arguments made by the msg. will determine whether the receiver is persuaded or not

central route to persuasion

Elaboration likelihood: high. attitude changes based on evaluation of the quality of the arguments

pure persuasion

all 5 elements are present

heuristic and systematic model

allows for simultaneous processing

source sends msg WITH intent, receive perceives WITHOUT intent

attempted persuasion deception of coercion

source sends msg WITHOUT intent, receive perceives WITHOUT intent

communication behavior

HSM: additive hypothesis

can do systematic and heuristic processing at the same time. they compliment each other. we make better decisions using both.

both motivation and ability are HIGH

central

peripheral route to persuasion

elaboration likelihood: low. not willing to consider the arguments, have to be persuaded in a different way. external factors: liking, authority, social proof, scarcity, consistency, reciprocity.

reciprocity

if someone gives us something we want to give them something in return

scarcity

if something is going to run out, we are more likely to want it

elements of pursuasion

intentionality, change/effect, free will, symbolic actions, number of people

HSM: bias hypothesis

occurs when someone is confused. default to heuristic over systematic because its hard to process the msg.

social proof

peer pressure, if everyone else is doing it, it must be a good idea.

sufficiency principle

people will only think as much as they need to in order to make a decision

both motivation and ability are LOW

peripheral

motivation or ability is low

peripheral

source sends msg WITH intent, receive perceives WITH intent

persuasion

heuristic processing

relies on mental shortcuts or decision rules. the idea of social proof (peer pressure) PERIPHERAL

criticisms of ELM

relies to heave on involvement as a predictor. no multichannel processing.

source sends msg WITHOUT intent, receive perceives WITH intent

social influence

borderline persuasion

some of the elements are present

HSM: attenuation hypothesis

systematic will always outweigh heuristic as long as arguments are good ones.

liking

the more we like someone the more persuaded we are by them

definition of persuasion

the process of creating, reinforcing, modifying, or eliminating beliefs, attitudes, intentions, and or behaviors within a given context.

authority

we are condition to be persuaded by authority