1. Comm. 163 Research Methdods By: “Jon-Jon” Hernandez

2. ELM= The Likelihood Model  Elm is a theory about the process underlying changes in attitudes, the variables that induce these processes, and the strength of the judgements resulting from the process.

3. High Motivation=Central Route  No motivation and ability to think=Peripheal Route

4. Attitude Changes  Attitude changes brought about through the central route=more persistent, resistant, and predictive behavior

5. More on Attitude Change  Attitude Change brought about through the peripheal route=weaker

6. Source Credibility&ELM  Credibility often functions as a peripheal cue in persuasion. (It does this because it is influential in less involving topics)  Credibility often functions as a peripheal cue in persuasion. (It does this because it is influential in less involving topics)

7. Trustworthy Sources  Expert and trustworthy sources should be identified before a message is processed unlike attractiveness sources.

8. Credible Sources  Credible Sources may reduce motivation to process messages.

9. Argumentativeness, Verbal Aggressiveness, and Persuasion  These are significant because it can allow others to get their point across.

10. Communication Behaviors  A communicative behavior is aggressive if it applies force symbolically in order

11. More on Communication Behavior…  It can defeat and perhaps destroy the focus on attack

12. Aggressive Communication  This communication style can be both “bad” and “good.”  Depending on the situation, the discourse can be accepted differently.  This communication style can be both “bad” and “good.”  Depending on the situation, the discourse can be accepted differently.

13. Positive Traits of Aggressive Communication  Assertiveness: Tend to be interpersonally ascendant, dominant, and forceful creating positive effect on people.

14. Argumentativeness:  Tend to advocate and defend positions on controversial issues while attempting to refute other people’s arguments.

15. The End:)