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Student CM 380 Cognitive Dissonance
Transcript of Student CM 380 Cognitive Dissonance
Elaboration Likelihood Model
Social Judgment Theory
When an individual holds two inconsistent cognitions
= that individual experiences discomfort
motivated to reduce discomfort
Expenditure of Effort
The extent to which an individual engages in message-relevant thinking.
Ways to elaborate:
Central route: strength of argument
Peripheral route: heuristics or scripts
Motivation to elaborate:
involvement level (high = central, low = peripheral)
need for cognition
Ability to elaborate: trait or state
Additional keys to ELM:
match message to processing
persistence of persuasion
How individuals compare a message (i.e., position) to their beliefs/attitudes/values (i.e., anchor)
Source's positions fall within a receiver's:
Latitude of acceptance
Latitude of rejection
Lat of Accept Noncom Lat of Reject
0-$9,000 $9,001-$9,999 $10,000
Car dealership: attempt to maximize position (price) while appealing to the buyer's anchor
Sam Adams vs. Bud
Effectiveness of Boot Camp, Hazing, etc.
Assessments made "after the fact"
Gun Control Debate
*incremental changes rather than gun/no gun debate
Implications for communicators
Message must fall within latitude of acceptance/latitude of noncommitment
(beware boomerang effect)
Ways to reduce dissonance:
Change attitude or behavior