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