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