Elaboration Likelihood Model Quiz

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Questions and Answers

What is the primary difference between the central and peripheral routes to persuasion?

The central route relies on emotional appeal, while the peripheral route relies on logical reasoning.

The central route is used when the audience is not motivated, while the peripheral route is for motivated audiences.

The central route focuses on the attractiveness of the speaker, while the peripheral route emphasizes logical content.

The central route involves thoughtful consideration of arguments, while the peripheral route involves superficial processing. (correct)

Which factor primarily determines whether an individual takes the central or peripheral route to persuasion?

The motivation and ability of the audience. (correct)

The emotional tone of the persuasive message.

The number of arguments presented.

The length of the persuasive message.

In a study where participants evaluated a policy based on argument strength, what led to persuasion through the central route?

High personal relevance to the topic. (correct)

Low personal relevance to the topic.

The attractiveness of the source.

Exposure to subliminal messages.

What type of attitude change is associated more with the central route of persuasion?

Long-lasting attitude change. Signup and view all the answers

Which of the following best exemplifies the use of the peripheral route to persuasion?

Choosing a brand because of its appealing advertisements rather than product quality. Signup and view all the answers

What aspect of persuasive messages is contrasted with the central route in the Elaboration Likelihood Model?

Peripheral route. Signup and view all the answers

In the context of subliminal messaging, how did positive images influence evaluations of a target person?

They produced more favorable evaluations. Signup and view all the answers

If Imelda wants to persuade her audience regarding the importance of animal shelters, what strategy should she prioritize for effectiveness?

Presenting strong, logical arguments. Signup and view all the answers

What is one way the media can influence public opinion?

By controlling the number and types of news stories presented Signup and view all the answers

What is the 'hostile media phenomenon'?

The tendency for people to view media as biased against their beliefs Signup and view all the answers

What contributes to an individual's resistance to persuasion?

Public commitment to a position Signup and view all the answers

How can attitude inoculation help individuals resist persuasion?

By providing them with weak arguments to counter-argue Signup and view all the answers

Which type of attitudes are more resistant to persuasion?

Attitudes based on moral principles Signup and view all the answers

What is the primary effect of selective attention on individuals' attitudes?

It reinforces existing attitudes. Signup and view all the answers

Which cue is commonly associated with identifying fake news?

Anger-inducing content. Signup and view all the answers

In the study on marijuana legalization, what did pro-legalization students focus on?

Strong arguments advocating legalization. Signup and view all the answers

How does perceived media bias affect public opinion?

It strengthens political homogeneity. Signup and view all the answers

What phenomenon explains selective attention and evaluation of information?

Personal motivations and existing beliefs. Signup and view all the answers

What was the consequence of Fox News requiring anchors to present opposing views?

Viewers perceived a division among experts. Signup and view all the answers

Why is selective attention online thought to be less widespread than previously believed?

Only a small proportion of people exhibit significant bias. Signup and view all the answers

How do individuals typically evaluate information that contradicts their beliefs?

They tend to scrutinize it. Signup and view all the answers

What phenomenon illustrates individuals evaluating the credibility of sources based on pre-existing beliefs?

Confirmation bias Signup and view all the answers

What characterizes the central route in the elaboration likelihood model of persuasion?

Motivated and careful processing Signup and view all the answers

In the context of ideological selectivity among Twitter users, what percentage overlap was found among liberals and conservatives?

More than 50% Signup and view all the answers

Which of the following is NOT a key element of a persuasive attempt?

Motivation Signup and view all the answers

What behavior did participants in the deficiency condition exhibit when faced with a fictitious medical test?

Repeatedly dipped the paper in saliva Signup and view all the answers

Which factor is critical in determining the effectiveness of a persuasive message?

Interplay between source, content, and audience Signup and view all the answers

What aspect of a message can increase its persuasiveness according to audience characteristics?

Mood of the audience Signup and view all the answers

How does low motivation and ability influence the route taken in persuasion?

Leads to the peripheral route of processing Signup and view all the answers

How does party-over-policy thinking affect individuals' support for climate policies?

It leads individuals to support policies aligned with their party regardless of the policy's merits. Signup and view all the answers

What factor can enhance the likelihood of persuasion in relation to the audience's mood?

Matching the message's emotional tone to the audience's mood. Signup and view all the answers

Which statement is true about the beliefs of Republicans regarding climate change?

A majority of Republicans acknowledge that climate change exists. Signup and view all the answers

How does mood influence the processing of persuasive messages?

Sad individuals process pessimistic messages more deeply than optimistic ones. Signup and view all the answers

What role does age play in the susceptibility to persuasive messages?

Younger people are more easily persuaded by persuasive messages. Signup and view all the answers

How can guilt be utilized in persuasive messages?

By providing an answer that lets individuals alleviate their guilt. Signup and view all the answers

What is an example of political influence from the younger demographic?

They can drastically impact political outcomes by shifting their allegiances. Signup and view all the answers

What misconception might participants have regarding their party's views?

They tend to exaggerate the party-over-policy leanings of fellow members. Signup and view all the answers

What is the primary function of attitude inoculation?

To expose individuals to small doses of opposing arguments Signup and view all the answers

How do subliminal messages in advertising primarily influence consumers?

They bypass conscious awareness to evoke emotions Signup and view all the answers

What is the main purpose of product placement in media content?

To subtly influence viewers' purchasing decisions Signup and view all the answers

Which of the following techniques is NOT typically associated with subliminal messaging?

Direct verbal advertising strategies Signup and view all the answers

In Milgram's experiment, what was the significance of the incremental approach used in administering shocks?

It led to an increase in participants' willingness to comply Signup and view all the answers

Which aspect of subliminal messages can enhance their effectiveness in advertisements?

Emotional associations evoked by hidden cues Signup and view all the answers

What technique involves securing commitment with a low initial offer before adding extra costs?

Low-Balling Technique Signup and view all the answers

Which of the following describes a common misconception about attitude inoculation?

It completely eliminates opposing viewpoints Signup and view all the answers

Which persuasion technique involves making a small request before a larger one to increase compliance?

Foot-in-the-Door Technique Signup and view all the answers

What role does emotional appeal play in the effectiveness of subliminal messaging?

It enhances the unconscious influence on consumer behavior Signup and view all the answers

What is the main purpose of ingratiation as a compliance technique?

To gain favor in order to receive something in return Signup and view all the answers

Which compliance technique creates urgency by setting a time limit on an offer?

Deadline Technique Signup and view all the answers

How does the Body Language Influence Persuasion Technique operate?

By signaling confidence and authority to enhance trust Signup and view all the answers

What is the purpose of subliminal messaging in marketing?

To influence consumers subconsciously to increase sales Signup and view all the answers

In the context of compliance techniques, what does the concept of reactance explain?

The tendency to resist change when faced with external pressure Signup and view all the answers

Which example best illustrates the low-balling technique?

Offering a service at a discount before adding extra fees for tools Signup and view all the answers

What is a critical factor in the effectiveness of fear-arousing communications?

Inducing a moderate level of fear Signup and view all the answers

Which personality trait is associated with a preference for the central route of persuasion?

Need for cognition Signup and view all the answers

What happens when individuals are exposed to information with high personal relevance?

They engage in deeper, logical processing. Signup and view all the answers

In the context of persuasive messages, how can motivation influence processing routes?

Increased motivation encourages the use of the central route. Signup and view all the answers

What is a common result of using the peripheral route in persuasion?

Individuals focus on superficial aspects of the message. Signup and view all the answers

How does the need for cognition influence an individual's engagement with persuasive messages?

It increases their enjoyment of effortful cognitive activities. Signup and view all the answers

Which of the following factors can lead to reactance in persuasive situations?

Perceived threats to personal freedom in decision-making. Signup and view all the answers

What role does personal relevance play in the central route of persuasion?

It prompts individuals to think critically about the message. Signup and view all the answers

Study Notes

Elaboration Likelihood Model (ELM)

Two routes to persuasion within the Elaboration Likelihood Model: central route (deliberate processing) and peripheral route (superficial processing)
Central route: Effective for long-lasting attitude change, requires motivation and ability to process information, focuses on logical arguments and evidence
Peripheral route: Effective for influencing less motivated audiences, relies on superficial cues like source attractiveness or number of arguments

Central Route to Persuasion

Involves thoughtful consideration of arguments and evidence
Leads to enduring attitude change compared to peripheral route
Works when the audience is interested and willing to engage in deep processing

Peripheral Route to Persuasion

Relies on superficial cues and shortcuts
Can be effective when the audience is less motivated or attentive
Less likely to lead to lasting attitude change compared to central route

Mood and Persuasion

Persuasive messages are more effective when they match the audience's mood
Pessimistic messages work better with sad people, optimistic messages resonate with happy people
Inducing guilt can increase compliance if the message offers a way to alleviate that guilt

Persuasion and Age

Younger people are more susceptible to persuasive messages than older people
This age group can significantly influence political outcomes due to their malleability

Selective Attention and Exposure

People tend to favor information that confirms their pre-existing beliefs
Selective attention contributes to the formation of echo chambers online
This bias can influence resistance to persuasion

Fake News and Media Bias

Fake news exhibits characteristics like anger-inducing content, conspiracy theories, and misspellings
Perceived media bias can contribute to partisanship and resistance to persuasion

Selective Attention and Evaluation

Individuals selectively focus on information that supports their existing beliefs while ignoring contradicting information
This selective evaluation can be influenced by personal motivations and existing beliefs

Dual Process Approach to Persuasion

ELM proposes two routes to persuasion: central and peripheral
Route selection is influenced by the individual's motivation and ability to process the message

Elements of Persuasion

The key elements of persuasion are the source, content, and audience
Attractive, credible, and confident sources are more persuasive
Vivid and fear-inducing messages can be effective
Audience characteristics like need for cognition, mood, and age affect persuasiveness

Media and Persuasion

Media shapes opinions, tastes, and behaviors through agenda control and information dissemination
Media can control what people think about by manipulating the number and types of news stories presented

Resistance to Persuasion

Resistance occurs due to pre-existing biases, commitments, and knowledge
Selective attention and evaluation reinforce original attitudes
Public commitment to a position strengthens resistance
Knowledgeable individuals can counter-argue opposing messages
Attitudes based on moral principles are more resistant to persuasion
Attitude inoculation can strengthen resistance by exposing individuals to weak arguments against their position

Attitude Inoculation

People become more resistant to persuasion attempts by being exposed to small doses of arguments against their position.
Similar to how exposure to a weakened virus builds immunity, exposure to opposing arguments makes a person more resistant to persuasion attempts.
This process is crucial for building strong and resistant beliefs.
Milgram's experiment demonstrates how gradual exposure to escalating shocks can increase compliance with more intense levels of shocks.

Subliminal Messaging

Hidden messages embedded in advertisements to influence behavior unconsciously.
These messages appeal to emotions or subtly suggest benefits, bypassing conscious awareness.
Examples include:
- Derogatory images hidden in ice cubes in a Coca-Cola ad to suggest romantic benefits.
- A hidden dollar bill in a sandwich ad to reinforce its affordability.
- The word "mom" hidden in Wendy's collar to evoke a comforting feeling.

Product Placement

Integrating branded products into media content to influence viewers' purchasing decisions.
Subtly exposes viewers to brands, influencing their purchasing choices.
Examples include:
- Ray-Ban sunglasses, Starbucks, Mac computers, and Doritos appearing in movies and TV shows.

Types of Compliance

Techniques used to persuade individuals to comply with requests.
Ingratiation: Doing favors to get something in return.
Playing hard to get: Making oneself seem scarce or valuable.
Deadline technique: Creating urgency by setting a time limit for a sale or offer.

Foot-in-the-Door Technique

Initial small request increases compliance with a larger request later on.
Creates a sense of commitment and investment in the outcome, making people more likely to agree to subsequent requests.
For example, a neighbor asks to borrow sugar, then asks for help shopping for cake ingredients and making the cake.

Low-Balling Technique

Initial low offer is made to secure commitment, but additional costs are added later.
Exploits initial commitment and investment, making it harder to back out.
For example, a vacation package advertised at a low price, but later additional costs like finder's fees are added.

Persuasion and Personal Relevance

High personal relevance leads to central route processing: deep, logical thinking.
Low personal relevance leads to peripheral route processing: shallow, superficial processing.
This explains why information directly relevant to us is more likely to be carefully considered.

Need for Cognition

A personality trait that describes individuals who enjoy engaging in effortful cognitive activities.
High need for cognition people prefer the central route of persuasion.
They are likely to enjoy intellectual debates and detailed information.

Fear-Arousing Communications

Fear can be an effective persuasive tool if used moderately.
Too much fear causes individuals to shut down and ignore the message.
Too little fear makes the message appear insignificant.
The most effective strategy is to induce moderate fear and provide information on how to reduce that fear.

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Description

Test your knowledge on the Elaboration Likelihood Model (ELM) and its two routes to persuasion: central and peripheral. Understand how these routes influence attitude change and the factors that affect audience motivation and engagement. Dive deep into the mechanisms of mood and persuasion.