Route To Persuasion

Yale Communication Approach

Elaboration Likelihood Model

Experience

Central Route

Peripheral Route

Driven by logic and facts to convince people

Focuses on quality of product

Often serious and relevant issues

Aimed at older people

Uses 'peripheral cues'

uses association of positive characteristics and emotion

Celebrity endorsement

Tend to have low elaboration and information

Targets children

Uses bright colours and cartoons being targeted at children

The source

The message

The audience

The circumstances at which people are most likely to change their attitude in response to persuasive messages

18-25 year olds more susceptible to attitude change

Experts talking

Perceived as trustworthy

First sources

Companys

organisations

The people who produced the advertisment

Secondary sources

The government

Actors in the commercial

Celebrities

Evoking an emotional response

Music and sound effects

Subliminal messaging

25+ more stable and resistant to change

Peripheral route

Central route

Effective on high thinkers

Effective on self conscious people

Direct

Indirect

formed through self experience

Strongly held

Resistant to change

Formed due to exposure

Less personal

Advertising is indirect experience

More susceptible to change in attitudes

less emotionally intense

doesn't evoke same amount of thinking as direct

Structure of attitudes

Affective

Behavioural

Cognative

The emotional reaction towards a thing

Based on Judgement

Either positive negative or neutral reaction

Actions or behaviours

In response of an issue or person

Beliefs based on facts

Thoughts about issues of people

Beliefs don't have to be true

Statergies to persausion

The Norm of Reciprocity

Door in face

Foot in the door

Begins with large request

To later say a smaller amount

Initial request must be rejected

Based on social norms

The idea of returning favours

Usually seen in a free trial

Small request that later gets larger

Slowly keeps getting larger

Measuring behaviours

Implicit association test

Self reports

Behavioural counts