COMM. 404

  1. Elaboration Likelyhood Model
    • A combination of certain factors may influence someone to engage in effortful
    • thinking about a subject.
  2. Two Paths to Persuation
    • 1. The Central Route
    • 2. The Peripheral Route
  3. The Central Route
    Issue-relevant thinking
  4. The Periphal Route
    Focues on cues that are not directly related to the message.
  5. Parellel Route
    A person processes a persuasive message via both routes simultantiously.
  6. The Central Route
    •When there is a great deal of issue-related thinking

    •Takes considerable effort

    •Attitude changes via this route are likely to be deeper and longer-lasting
  7. The Peripheral Route
    •“Easy” because there is not much thinking about the issue

    • •Simple cues (sometimes nonverbal) activate three principles: (1) we agree with those we like, (2) we believe those who seem to have credibility, and (3) we agree
    • with positions that a lot of people support
  8. Identification Theory
    • “You’re my kind.”  (Sometimes called the
    • reference group.)

    People united by attitudes, activities, ideas, etc.
  9.  Social Comparison Theory
    Comparing to others may lead to conformity.
  10. Consistency or Balance Theory
    It may uncomfortable to disagree with a group that you find attractive.
  11. Epistemology Theory
    We gain knowledge two ways:

     (1) personal experience and

    (2) observation of others.

    Whether we conform or not depends on how much weight is given to one or the other.
  12. Hedonistic Theory
  13. We conform to escape pain and to gain pleasure.
  14. Social Proof Theory
    Everyone is doing it.
  15. Deindividuation
    The tendency to “get lost in the crowd.”
Card Set
COMM. 404
Exam 1