Media influences and persuasion: the elaboration likelihood model

HideShow resource information
Preview of Media  influences and persuasion: the elaboration likelihood model

First 476 words of the document:

Psychology unit 4 media revision
Media and persuasion the elaboration likelihood model
Description
States that a person can be influenced by a message by going down 2 possible
routes:
Central route: occurs when the audience are motivated to think about the message
in the advert, if the message is relevant to them and if the person has a high need
for cognition. This route is more likely if the person has a high IQ. This leads to a
focus on the quality of the arguments of the message which leads to long term
attitude change. These types of audience are influenced by an expert, statistics
and facts and explanations.
Peripheral route: occurs when the audience is not motivated to think about the
message. This is likely to occur if the audience have a low IQ, little time and a lot
of distractions. Instead they focus on the peripheral factors in an advert such as
colour, attractive people or mood of the advert. Going down the peripheral route
leads to short term attitude change.
Evaluation
Petty: students read a message that strongly supported the introduction of a
large scale exam that they would have to pass in order to graduate. Some were
told that this would be introduced the following year providing them with strong
motivation leading to the central route. Others were told it won't affect them as it
will be introduced in a few years time providing them with low motivation leading
to the peripheral route. There were also several versions of the message of high
expertise or low expertise and strong or weak arguments. Found that those who
experienced the central route found the quality of the arguments was the main
factor into persuasion whereas those on the peripheral route found the source of
the message was the main factor for persuasion. This supports the model as it
proves that high motivation leads to the central route and low attention leads to
the peripheral route.
Lin: involved a study of 263 Taiwanese students and were asked to choose a
phone of Amazon based on the reviews of the phones. They also completed a
questionnaire about their need for cognition (how much they want to evaluate
on the quality of reviews. This supports the idea that a high need for cognition
leads to the central route.
Vidrene showed the need for cognition is linked to antismoking campaigns.
Students were exposed to either the central route (fact based arguments) or the
peripheral route (emotion based arguments). The students on the central route had
a high need for cognition and those on the peripheral route had a low need for

Other pages in this set

Page 2

Preview of page 2

Here's a taster:

Psychology unit 4 media revision
cognition. Also those who had a high knowledge used the peripheral route. This
supports the idea that those with high knowledge and a need for cognition use the
central route.
Zajonc gave participants Chinese symbols and told them they were about
emotions or feelings, some were positive and some were negative. The frequency of
amounts of times participants saw these symbols varied.…read more

Comments

No comments have yet been made

Similar Psychology resources:

See all Psychology resources »See all resources »