To Know from McRaney (2011) Availability heuristic Affect heuristic

Slides:



Advertisements
Similar presentations
Attitudes and Attitude Change
Advertisements

Social Cognition: How We Think About the Social World
Copyright ©2012 by Pearson Education, Inc. All rights reserved. THINK Social Psychology Kimberley Duff THINK SOCIAL PSYCHOLOGY Chapter The Power of Persuasion.
Persuasion Dr. K. A. Korb University of Jos. Outline McGuire’s Attitude Change Model Yale Programme Elaboration Likelihood Model (ELM) Fear Appeals Dr.
5-1 MARKETING MANAGEMENT Analyzing Consumer Markets.
5-1 MARKETING MANAGEMENT Consumer Markets. 6-2 Rational Model of Decision Making.
ATTITUDE CHANGE. Overview Attitude-behaviour problem: how do internal mental activities relate to overt behaviour? ( attitude – behaviour relations )
Schedule for week  Today – Dual mode presentation, ELM and HSM.  Wednesday – Finish up ELM and HSM and review for the mid-term.
Chapter 7 - Persuasion Part 1: Feb 28, Persuasion and its paths Persuasion is process of changing an attitude, belief, or behavior Effective v ineffective.
ELM Elaboration Likelihood Model By: Paul Duncan Comm 165.
Theories and Models of Persuasion
5-1 MARKETING MANAGEMENT Analyzing Consumer Markets.
Attitudes and Attitude Change: Influencing Thoughts and Feelings
Attitude change Theories of attitude change: Cognitive dissonance Persuasive communication Dual-process theory Evidence relating to these theories psychlotron.org.uk.
ATTITUDES: MAKING SOCIAL JUDGMENTS
Elaboration Likelihood Model of Persuasion
ELABORATION LIKELIHOOD MODEL CTU LIVE CHAT Developed by. Richard Petty. & John Cacioppo.
ELABORATION LIKELIHOOD MODEL Routes to Persuasion Richard Petty, John Cacioppo.
Desia Dunn Elaboration Likelihood Model (Chapter 5- Persuasion)
Elaboration-Likelihood Model
Key concepts Social norms to influence behavior Descriptive – What does everyone else do? Injunctive – What should everyone do? *concept of.
Gass & Seiter Model Pure persuasion: Borderline persuasion
MARKETING MANAGEMENT 14th edition
Journalism 614: Attitudinal Perspectives on Opinion Expression.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning goals identify and understand various theories of attitudes understand the three critical components of persuasion identify factors that influence.
Persuasion MAR 3503 February 7, A traditional model of persuasion.
1 1 What is an attitude? Evaluations of people, objects or ideas A predisposition to behave in a favorable or unfavorable manner toward a particular class.
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin 05 The Communication Process.
The Messenger/Source (Who delivers the information?) Expert Status Credibility/Likeability The Message Itself (Content) Level of detail One versus 2-sided.
Theories that focus on the individual Chapter 4
Persuasion Attitude change through communication Attitude change through communication.
The Consumer Audience Part 2: Planning and Strategy Chapter 5.
What constitutes persuasion?
Persuasion Copyright © 2008 by The McGraw-Hill Companies, Inc. Social Psychology by David G. Myers 9 th Edition Persuasion.
PSY 321 Persuasion & Attitudes Dr. Sanchez. Today’s Plan: Persuasion Elaboration Likelihood Model: Last Week Persuasive Cues Self-persuasion Persuasion.
Elaboration Likelihood Model Developed by Petty & Cacioppo.
Attitudes Chapter 7.
8-1 McGraw-Hill/Irwin ©2006 The McGraw-Hill Companies, Inc., All Rights Reserved CHAPTER EIGHT Influence.
The Consumer Audience Part 2: Planning and Strategy Chapter 5.
The Science of Persuasion: Using Persuasion Principles & Techniques.
TM 9-1 Copyright © 1999 Addison Wesley Longman, Inc. Self-Persuasion Principles u Philosophies of the leading ad agencies u The elaboration likelihood.
Verderber, Verderber, Sellnow © 2011 Cengage Learning COMM 2011 Chapter 16 Persuasive Speaking.
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.
#APMP2016. THE SCIENCE OF PERSUASION #APMP2016 Why is it So?
Journalism 614: Attitudinal Perspectives on Opinion Expression
Figure 1: Screenshot from animated cartoons
Social Psychology Theories of Persuasion
Persuasion, Attitudes & Behavior
LECTURE 8 Changing Attitudes (and Behaviours)
The Nature and Role of Attitude
ATTITUDE FORMATION AND CHANGE
Investigating Multiple Roles of Vocal Confidence in Attitude Change
Elaboration Likelihood Model
Communication Models and Advertising Research
ATTITUDES Attitudes include beliefs (cognitive) and feelings (affective) that predispose us to act (behavior) in a certain way toward objects, people,
Elaboration Likelihood Model (ELM)
From Groups to Persuasion
Elaboration Likelihood Model
Chapter 6 How Advertising Works
Persuasion and Message Effects in Communication Research
Elaboration Likelihood Model
Chapter 7 Attitudes and Attitude Change
Communication Models and Advertising Research
To Know from Heinrichs (2017)
Attitudes.
Communication Models and Advertising Research
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.
QUESTION #1 The central route and the peripheral route refer to two actual physiological pathways found in the human brain. TRUE = A FALSE = B B.
Presentation transcript:

To Know from McRaney (2011) Availability heuristic Affect heuristic Tversky & Kahneman experiment Affect heuristic Emotions & first impressions Reward/risk pattern recognition study Texas Sharpshooter Fallacy Cause-effect role Forer’s (1948) study Forer effect Subjective validation

Most humans (and animals)… (Cialdini, 2001) Have & Most often Evolve into , then attitudes/beliefs/values Rely on – specif’s of incoming “intruder” Often in form of reason – (Langer, Blank, & Chanowitz, 1978) or – mental shortcut to how we “know” (Chaiken & Trope, 1999)

To deal more deliberately than that, humans must have… HOW we deal depends on:

Elaboration Likelihood Model (ELM) Petty & Cacioppo, 1986 2 basic routes to pers operate together route Cog. elaboration Thinking about Messg content Reflecting on Messg ideas/info Scrutinizing evidence & reasoning presented Pers  Focus on cues not directly related to messg substance Persuasion  (Petty, Haugtvedt, & Smith, 1995) Continuum: TO

Parallel Processing Do both central & peripheral cues (Petty, Kasmer et al., 2004) Usually ;favor one over other Figuring out which route depends on: to engage in central processing Reflected as “high involv” to process info Other factors: Distractions - Time constraints - Mood - Need for cognition -

Heuristic Systematic Model (HSM) Chaiken & Eagly, 1989 2 diff modes processing info: processing Thoughtful & deliberate Mental shortcuts or simplify process Similar to ELM, HSM also: says simultaneous Messg processing cites motivat & ability determ. which path taken most But HSM adds additional…

Sufficiency Principle Strive to know only what’s to make decis. Balance b/w & Balance heuristic & systematic processing for best