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Week 10: Elaboration Likelihood Model and Social Judgement Theory (Which…
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Attitude is a point on a scale, three categories of reference
Ego-involvement: importance/relevance of topic
close to identity, religion/politics/family
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Optimal persuasion: difference between attitude and the advocated position is small to moderated
--> position that is the furthest away from listener's position, but still in his LoA or LoNC
So: no big difference needed between attitude and message. If there is a big difference 'high risk, high gain'
message elaboration: extent to with one carefully thinks about issue-relevant arguments contained a persuasive message