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Student CM 380 ELM

Receiver
by

Patrice Oppliger

on 8 October 2013

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Transcript of Student CM 380 ELM

Persuasion
Receiver-based Theories
Elaboration Likelihood Model
Cognitive Dissonance
Social Judgment Theory
Cognitive Dissonance
Elaboration Likelihood Model
Social Judgment Theory
When an individual holds two inconsistent cognitions
= that individual experiences discomfort
motivated to reduce discomfort
rationalization
Expenditure of Effort
The extent to which an individual (receiver) engages in message-relevant thinking.
Ways for receiver to elaborate:
Ability to elaborate
trait or state

Motivation to elaborate
involvement level (high = central, low = peripheral)
need for cognition

Additional keys to ELM:
persistence of persuasion
channel selection
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
Noncommitment
Latitude of rejection
Judgment Distortions
Assimilation
Contrast
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
Cover Ads
Colbert Report: 2:21
http://www.colbertnation.com/the-colbert-report-videos/423268/january-28-2013/the-word---the-new-abnormal
Climate Change change
Video: Friends - Pottery Barn
Ways to reduce dissonance:
Create dissonance then reduce dissonance
Effectiveness of Boot Camp, Hazing, etc.
3:30
Gun Control Debate
*often seen as the most important factor in the model
*incremental changes rather than gun/no gun debate
Factors:
Attitude change
Ego involvement
Implications for communicators
Message must fall within latitude of acceptance/latitude of noncommitment
(beware boomerang effect)
Politician vagueness
modifying: behavior or attitudes
denial
Receiver variables:
Central Cues: strength of argument
Peripheral Cues: heuristics or scripts
sex
humor
color/lighting
music
"expert"
lists of "pseudo-evidence"
ELM goal:
To match receiver's likely processing route with appropriate cue
Central route: deep thought
Peripheral route: superficial
Influences of elaboration
statistics/evidence
expert testimony
NOTE: model does not address changing receiver's processing
Full transcript