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GASS & SEITER MODEL
Pure persuasion:is intentionalis effective or successfulis noncoerciverelies on language and symbolic action
involves two or more persons
Borderline persuasionis missing one or more of
these litmus tests
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
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
ILLUSTRATION OF THE ELM
Example: A Christian homeowner hires a plumber because the plumber’s ad in the Yellow Pages includes an ichthys symbol (sign of the fish)
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
PERIPHERAL CUES
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)
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 5-12 say that alcohol advertising encourages them to drink (American Academy of Pediatrics, 2001).
WHICH AD RELIES ON PERIPHERAL PROCESSING?
CENTRAL OR PERIPHERAL PROCESSING?
CENTRAL OR PERIPHERAL PROCESSING?
CENTRAL OR PERIPHERAL PROCESSING?
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
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
SYSTEMATIC PROCESSING ADS
HEURISTIC CUES
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)
Must Be:Available: stored in memory for potential useAccessible: activated from memoryApplicable: related to the receiver’s goals or objectives
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)
HEURISTIC OR SYSTEMATIC PROCESSING?
THEORY OF REASONED ACTION (TRA)
Adapted from Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall.
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
THEORY OF PLANNED BEHAVIOR (TPB)
An extension of the TRAThe 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