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primers persuation - Coggle Diagram
primers persuation
theory
elaboration likelihood model
two routes of thinking
“Central Route
ctive, creative, and alert.
more relevant thougths about the situation
When these thoughts are about the persuasive situation, the conversation is called, elaboration activity.
is long, doesn’t mean it is Central
types
objective
driven by the quality of the Arguments.
biased
thoughts are controlled by an existing bias.
Biased processors try to make the trail lead to a predetermined position.
Peripheral Route
skimming along the surface of ideas.
short doesn’t mean it is Peripheral.
situational and personality variables affect which route
It is easy to confuse routes of thinking with intelligence
elaboration moderators”
cause our “elaboration likelihood” to increase or decrease
different effects depending upon the route
A smart persuasion source will be generous with the Cues if the receiver is low WATT
bring on the Arguments when the receiver is high WATT.
ELM looks at function, at how things operate, not at how things appear.
same variable can operate as arg , cue or net
the cue will become a eloboration moderator
Central Route is more persistent
longterm
more long conversation in the head creates
it generates more connections in the web of your memory.
short term
we can still get the same amount of change
What’s The List Of Arguments And Cues?
sneakers
teen
a
How much do they cost?
How long will they last?
Is the store nearby?
father
Who endorses them?
Do all the other guys wear them?
Would that great looking girl go out with me if I had ‘em?
In essence a persuasion source asks this question: What is of central importance to the receiver? + target has central route
algorithm
Monitor and control the mental state.
Match the right influence agent (Arguments or Cues) with the correct mental state (high or low WATTage).
Develop Arguments from the point of view of the receiver.
planned behavior
attribution theory
balance theory
