Chap 3 Theory & Model of Persuasion: (no need study)

a) Persuasion: (Olson & Zanna 1993)

Attitude change resulting from exposure to information from others.

Change of decision due to other factors.(How do others persuade you.)

b) Elaboration(详细阐述) Likelihood Model(ELM) #

Extent of a person think carefully about the issue-relevant arguments contained in a persuasive communication.

2 basic routes:

Central Route(主要心态)

Peripheral Route(次要心态)

Carefully scrutinize(详细检查) the ideas, figure out if they have true merit(价值/优点) and then mull(深思熟虑) over their implications(含义).

Need to refer to the sources, how do you interpret the messages.

A mental shortcut path into accepting/ rejecting message.(Yes or No) Without any active thinking about the attributes of issue or object of consideration.

6 sources: (Cialdini 2001)


2) Consistency(通常) - "We've always done it that way."

  • Think of the last car or computer you bought, how strongly you became a vocal supporter of that brand or model.
    E.g: Using the same brand repeatedly.

3) Social Proof(人云亦云) - "Everybody's doing it."

  • The influence of mass behavior that allows a person be mugged in full view of a crowd and no one helps the victim because no one wants to break out of the crowd.
    (E.g: Robbery cases.)

1) Reciprocation(报答)- "You Owe me."

  • The principle behind people cleaning your car windshield at stop lights and the basis for the entire advertising.
    E.g : Drop box (by inviting your friends to Dropbox. Each friend who joined, you get free 500MB spaces/)




4) Liking - "Love me, love my ideas"

  • Physical attractiveness and likeability increase a person's influence.
  • The use of attractive models in advertisements and the friendly salutation of telephone solicitors.
  • We like people who are similar to us (regarding to interests, lifestyles and culture.), they have an even greater influence on us if they compliment us and are nice to us.


5) Authority - "Just because I say so."

  • Mostly for those authorities who have power.
    (E.g: Government implementing Government Sales Tax (GST))

6) Scarcity - "Quick, before they are all gone."

  • When things such as stamps are misprinted or Beanie Babies are produced in limited quantities, their value goes.
  • Even the illusion of scarcity is very powerful.
    (E.g: Realtors who have other (imaginary) prospective buyers use this leverage regularly.

Involvement of ELM





The role of involvement in issue topic:

  • High involvement increases the likelihood of central processing.
  • Low involvement increases the likelihood of peripheral processing
  • High involvement decreases reliance on credibility (peripheral cue).

E.g: cancer patients.

  • Cancer patients pay more attention to medicine or cures for cancer.

E.g: Message scrutiny.

  • Think too much because involved in.

Criticisms of ELM

1) No accommodation for parallel (simultaneous) processing.


2) Stiff and others (1994): charged that the ELM is not falsifiable.

  • Claim that ELM cannot specify a reason whether a particular cue will be processed centrally or peripherally

3) The operationalization of "strong" and "weak" arguments is tautological.


4) A limited range of topics or issues has been studied.


5) Studies conducted by Petty and Cacioppo show stronger, more robust findings than studies conducted by others using ELM.
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c) Heuristic-Systematic Model(启发式/探索/尝试错误)

Two routes:

3 Type of Heuristic Cues:

1) Systematic Processing(有系统的)

2) Heuristic Processing

More thoughtful(深思), deliberate(仔细), analytical(分析)

More Reflexive, automatic

2) Accessible(可获得 / 易受影响)

3) Applicable(可适用 / 应用)

1) Available(有用 / 有空)

Activated from memory.

Stored in memory for potential.

Related to the receiver's goals or objectives.

d) Central Route:

Is used when the message recipient has the motivation as well as the ability to think about the message and its topic.

Two advantages :

e) Peripheral Route:

Is used when the message recipient has little or no interest in the subject and/or has a lesser ability to process the message.

Being at the low end of the elaboration continuum, recipients do not examine the information very thoroughly.

Attitude changes tend to last longer

More predictive of behavior than the changes from the peripheral route.

Is about information, if they think the information is reliable, persuasive and convincing, they will accept it.

Etc: If you are listening to a talk about something, and that caught your attention and interest, you will then continue to absorb the information because you are interested in it.

When people are not interested with the core message, information, they will then decide on factors such as the appearance of the person (or something that is not related to the main message they are trying to deliver.) then only to decide either to accept the message or not.