1. Gass & Seiter Model Pure persuasion: Borderline persuasion
is intentional
is effective or successful
is noncoercive
relies on language and symbolic action
involves two or more persons
Borderline persuasion
is missing one or more of these litmus tests

2. Elaboration Likelihood model (ELM)
Two basic routes to persuasion: Central and Peripheral
They represent the ends of an “elaboration continuum”
They represent qualitatively different modes of information processing
Central processing
Peripheral processing

3. Illustration of the ELM
The Central route is reflective, requires mental effort, and relies on cognitive elaboration
Motivation (willingness) to process a message
Ability to process (understand) a message
Example: Lulu is car shopping
She looks up information comparing safety, reliability, performance, customer satisfaction, mileage, and depreciation for three makes of sporty cars
She scrutinizes the information carefully before making a decision

4. Illustration of the ELM
The Peripheral route is reflexive, based on mental shortcuts:
credibility, appearance cues, quantity of arguments
heuristic cues (decision rules): rules for simplifying the thought process
Example: A Christian homeowner hires a plumber because the plumber’s ad in the Yellow Pages includes an ichthys symbol (sign of the fish)

5. Peripheral cues The role of involvement Peripheral cues
Celebrity endorsers
“As seen on TV”
“Always tip 18%”
“It’s your watch that says the most about you” (slogan for Seiko watches)
“Shoes make the man”
The role of involvement
High involvement increases the likelihood of central processing
Low involvement increases the likelihood of peripheral processing
High involvement decreases reliance on credibility (peripheral cue)

6. Alcohol Ads & Peripheral Processing
American children view 2,000 beer and wine commercials per year (American Academy of Pediatrics, 1995).
Beer advertisements are a significant predictor of adolescent preference for beer brands (Gentile, 2001).
56% of students in grades say that alcohol advertising encourages them to drink (American Academy of Pediatrics, 2001).

7. Which ad relies on peripheral processing?

8. Central or peripheral processing?

9. Central or peripheral processing?

10. Central or peripheral processing?

11. Persistance of persuasion
Persuasion that takes place via the central route tends to be more lasting
Persuasion that takes via the peripheral route tends to be more transitory

12. Heuristic-systematic model (HSM)
Bears many similarities to the ELM
Two basic routes or modes of information processing
Systematic processing is more thoughtful, deliberate, analytical
Analogous to “central” processing in the ELM
Heuristic processing is more reflexive, automatic
Analogous to “peripheral” processing in the ELM
Relies on decision rules, e.g., “Never pay retail,” “Buy low, sell high”
Decision rules are activated under the appropriate circumstances

13. Systematic processing ads

14. Heuristic cues Must Be:
Available: stored in memory for potential use
Accessible: activated from memory
Applicable: related to the receiver’s goals or objectives
Motivation and ability to process a message are key determinants
Sufficiency principle: people don’t want to spend too much or too little time/effort making a decision
HSM allows for the possibility of simultaneous processing (both systematic and heuristic)

15. Heuristic processing in Rx Drug ads
A majority of ads for pharmaceutical manufacturers rely on emotional appeals to attract consumers.
A study of 122 ads by pharmaceutical manufacturers revealed that 62% relied on emotional appeals, such as hope, fear, or sympathy (Annals of Internal Medicine)

16. Heuristic or systematic processing?

17. Theory of Reasoned Action (TRA)
Adapted from Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall.

18. Illustration of the TRA
Ned has begun drinking heavily since he started college
Attitude toward the behavior: “I think drinking is ruining my health and it caused me to get fired from my job.”
Subjective Norm component: “I know my friends and family would like me to stop drinking.”
Intention: “I intend to stop drinking altogether.”
Behavior: Ned attends his first AA meeting the next day

19. Theory of Planned Behavior (tpB)
An extension of the TRA
The TpB adds the additional element of perceived behavioral control (self-efficacy)
Internal factors might prevent or reduce control (lack of knowledge, lack of skill)
External factors might prevent or reduce control (limited time or resources)
Intentions correlate more strongly with actual behavior when there is perceived behavioral control