CLICKER QUESTION #1 The central route and the peripheral route refer to two actual physiological pathways found in the human brain. TRUE = A FALSE = B

CLICKER QUESTION #2 If your audience has the motivation and ability to elaborate the message, come armed with a strong case. TRUE = A FALSE = B

CLICKER QUESTION #3 A weak message generates : A. Unfavorable thoughts when scrutinized; B. Unfavorable responses; C. Will produce a reason to oppose the proposed point of view; D. Will produce a boomerang effect that will persist over time; E. All of the above;

CLICKER QUESTION #4 Research shows that the central route is best used on issues of low personal relevance. TRUE = A FALSE = B

PERSUASIVE COMMUNICATION MOTIVATED PROCESS ABLE TO PROCESS STRONG ATTITUDE CHANGE NEGATIVE ATTITUDE CHANGE PERIPHERAL CUES WEAK ATTITUDE CHANGE NO NEUTRAL YES Strong Case Weak Case

CORE CONCEPTS OF ELABORATION LIKELIHOOD MODEL

“... we have a large-mesh mental filter that allows items we regard as less important to flow through without being processed. But statements about things that are personally relevant are trapped and tested. In the terminology of social judgment theory, we’re motivated to elaborate only ideas with which we are highly ego-involved.” (pp ) “Without the motivation of personal relevance, there will be no elaboration.” (p. 219) MOTIVATION FOR ELABORATION

“Elaboration is ‘the extent to which a person carefully thinks about issue-relevant arguments contained in a persuasive communication.’ 1 People using the central route scrutinize the ideas, try to figure out if they have true merit, and mull over their implications.It’s an attempt to process the new information rationally.” (p. 217) ELABORATION

“The peripheral route offers a shorthand way to accept or reject a message ‘without any active thinking about the attributes of the issue or the object of consideration.’ 2 Instead of doing extensive cognitive work, recipients rely on a variety of cues that allow them to make quick decisions.” (p. 217) E.g., “Everybody’s doing it.” “Just because I say so.”

ABILITY & TYPE OF THINKING ABOUT THE MESSAGE Given the motivation to think about the message Is the person able to think? Do they have the opportunity to concentrate? distraction reduces the opportunity (e.g., noise) other things to think about reduce the opportunity (e.g., other pressing issues)

Strong, Weak, & Neutral Elaborated Arguments A strong message generates favorable thoughts when scrutinized Favorable responses will produce change that persists over time will resist counterpersuasion will predict future behavior

Weak Elaborated Arguments A weak message generates unfavorable thoughts when scrutinized Unfavorable responses will produce a reason to oppose the proposed point of view will produce a boomerang effect that will persist over time will defy other efforts to change it

Neutral Elaborated Arguments A neutral message generates an ambivalent reaction when scrutinized Neutral responses will produce feeling neither pro nor con toward the proposed point of view will produce no change in attitude will result in a switch to the peripheral route will result in influence from nonmessage cues

Based on Non-Substantive Content

What Do Studies Show The Central Route is Used –On Issues of HIGH PERSONAL RELEVANCE Motivation for focused thought is higher when people feel solely responsible to evaluate the message The Peripheral Route is Used –On Issues of Low Personal Relevance (source credibility plays a large role) Ability to evaluate the message increases when the arguments are simple and repeated

PRACTICAL ADVICE If your audience has the motivation and ability to elaborate the message, come armed with a strong case. –If you fail to have a strong case, thinking people will shift to a antagonistic position If your audience is unwilling or unable to think through the details of your argument, then emphasize the package rather than the contents.