Unless the advertisement is actually advertising the person’s attractiveness directly, this should be a peripheral issue. Consider Wikipedia’s description of the central route: Central-route processes involve scrutiny of persuasive communication (e.g., a speech or an advertisement) to determine the arguments’ merits.
What are the main routes in the elaboration likelihood model?
The ELM proposes two major routes to persuasion: the central route and the peripheral route. Under the central route, persuasion will likely result from a person’s careful and thoughtful consideration of the true merits of the information presented in support of an advocacy.
Is attractiveness a peripheral cue?
Peripheral cues included source attractiveness, endorsement, source expertise, reputation, source credibility, argument quantity, moods, price and so on.
What is the peripheral route of the elaboration likelihood model of persuasion?
The model consists of two routes: the central route to persuasion, which is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message; and the peripheral route to persuasion – when people do not elaborate on a persuasive argument and instead are swayed by …
What is elaboration likelihood model What are the differences between the central route vs peripheral route?
The Take Away
Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. The former is called central route processing and takes a greater effort of cognition. Low elaboration, or peripheral route processing, means the opposite.
What is central versus peripheral route?
The central route to persuasion uses facts and information to persuade potential consumers. The peripheral route uses positive association with cues such as beauty, fame, and positive emotions.
What is peripheral route?
Peripheral Route Processing (also known as Peripheral Route To Persuasion) occurs when someone evaluates a message, such as an advertisement, on the basis of physical attractiveness, background music, or other surface-level characteristics rather than the actual content of the message.
What is elaboration likelihood model in advertising?
The Elaboration Likelihood Model (ELM)
According to ELM, an individual’s level of involve- ment with an advertising message determines the process by which the viewer forms or changes attitudes toward the advertised product.
What is elaboration likelihood model example?
For example, imagine you’re reading about a proposed soda tax in your city. If you’re a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax).
What is the elaboration likelihood model quizlet?
The elaboration likelihood model proposes that two distinct routes of persuasion are used to process persuasive messages. Occurs when interested people focus on the arguments, consider facts and figures, and respond with favorable results.
In what ways are the elaboration likelihood model and the heuristic systematic model different?
The differences between HSM and ELM are that ELM discusses two main routes of persuasion processing: central route processing and peripheral route processing unlike HSM. These two routes of processing define related theories behind attitude change.
What is the heuristic-systematic model of persuasion What is systematic processing what is heuristic processing?
The heuristic-systematic model is a theory of persuasion that suggests attitudes can change in two fundamentally different ways. One way is through systematic processing, whereby people think carefully about any available information when forming an opinion to determine whether the information is accurate or valid.
What are heuristic models?
Heuristic Models refers to techniques based on experience for various tasks such as research, problem solving, discovery and learning. Heuristic methods enhance the pace of finding the desirable solution in conditions where the comprehensive search is unfeasible.
What is the difference between heuristic and systematic processing?
Systematic processing involves attempts to thoroughly understand any available information through careful attention, deep thinking, and intensive reasoning, whereas heuristic processing involves focusing on salient and easily comprehended cues that activate well-learned judgmental shortcuts.
When was the heuristic systematic model made?
HSM is quite similar to the elaboration likelihood model, or ELM. Both models were predominantly developed in the early to mid-1980s and share many of the same concepts and ideas.
What is an example of a heuristic in psychology?
A heuristic is a mental shortcut that helps us make decisions and judgments quickly without having to spend a lot of time researching and analyzing information. For example, when walking down the street, you see a piano tied to a rope above the sidewalk.
What is an example of a representative heuristic?
For example, police who are looking for a suspect in a crime might focus disproportionately on Black people in their search, because the representativeness heuristic (and the stereotypes that they are drawing on) causes them to assume that a Black person is more likely to be a criminal than somebody from another group.
What is recognition heuristic in psychology?
The recognition heuristic is a prime example of how, by exploiting a match between mind and environment, a simple mental strategy can lead to efficient decision making. The proposal of the heuristic initiated a debate about the processes underlying the use of recognition in decision making.
What is an example of conjunction fallacy?
The following inequality uses variables to clearly illustrate the conjunction fallacy. Example: Event A= Tornado, Event B= Hail. The probability of a tornado (A) AND hail (B) is less probable (or equally) than just a tornado (A) or just hail (B).
What’s the difference between availability and representative heuristic?
The main difference is that a representative heuristic relies on stereotypes in order to make judgments on objects and people. However, availability heuristic uses recent events in order to help judge future events occurring.
What is the availability heuristic from Kahneman and Tversky’s research?
The availability heuristic is a cognitive bias in which you make a decision based on an example, information, or recent experience that is that readily available to you, even though it may not be the best example to inform your decision (Tversky & Kahneman, 1973).
How do the availability and representative heuristics benefit experienced decision makers?
A Word From Verywell
The representativeness heuristic is just one type of mental shortcut that allows us to make decisions quickly in the face of uncertainty. While this can lead to quick thinking, it can also lead us to ignore factors that also play a role in shaping events.
What is availability heuristic AP Psychology?
An availability heuristic is the ability to easily recall immediate examples from the mind about something. When someone asks you “What is the first thing that comes to mind when you think of . . .,” you are using the availability heuristic.
Is availability heuristic the same as availability bias?
The availability heuristic, also known as availability bias, is a mental shortcut that relies on immediate examples that come to a given person’s mind when evaluating a specific topic, concept, method or decision.
What is divergent thinking in AP Psychology?
Divergent Thinking. A cognitive process in which a person generates many unique, creative responses to a single question or problem.