elaboration_likelihood_model
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elaboration_likelihood_model [2016/05/19 08:17] – [Types of Peripheral Messages] hkimscil | elaboration_likelihood_model [2016/05/19 08:24] – [Peripheral route] hkimscil | ||
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===== Central route ===== | ===== Central route ===== | ||
+ | <WRAP column 45%> | ||
* Also referred to elaborated route. | * Also referred to elaborated route. | ||
* Centrally routed message include: a wealth of information, | * Centrally routed message include: a wealth of information, | ||
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* You are willing to sit in front of television set for two straight hours. But, you do not understand the terms and ideas exchanged between the candidates in the debates, the effects would not happen. | * You are willing to sit in front of television set for two straight hours. But, you do not understand the terms and ideas exchanged between the candidates in the debates, the effects would not happen. | ||
* //both// **motivation** and **ability** are crucial factors for the elaborated message. | * //both// **motivation** and **ability** are crucial factors for the elaborated message. | ||
+ | </ | ||
+ | <WRAP column 45%> | ||
+ | 중요한 가정 | ||
+ | * 정교화 동기 | ||
+ | * 정교화 능력 | ||
+ | </ | ||
===== Types of Elaborated Aruguments ===== | ===== Types of Elaborated Aruguments ===== | ||
Elaborated argument (message) can be measured as **strong, neutral, weak** argument. | Elaborated argument (message) can be measured as **strong, neutral, weak** argument. | ||
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===== Peripheral route ===== | ===== Peripheral route ===== | ||
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* When motivation or ability (to process information) is missing from the target audience, the persuader (advertiser) can use the **peripheral route** to persuasion. Peripheral messages rely on a receiver' | * When motivation or ability (to process information) is missing from the target audience, the persuader (advertiser) can use the **peripheral route** to persuasion. Peripheral messages rely on a receiver' | ||
* e.g., Political campaign . . . . It is common for presidential candidates to air 30-second commercials that focus on portraying feel-good images of their " | * e.g., Political campaign . . . . It is common for presidential candidates to air 30-second commercials that focus on portraying feel-good images of their " | ||
* Also, some candidates use celebrity endorsements, | * Also, some candidates use celebrity endorsements, | ||
* When audience is unmotivated or unable to process an elaborated message, persuaders should focus on quick and easy ways to produce change. But, this method leads only to **short-term** change, if any change at all. | * When audience is unmotivated or unable to process an elaborated message, persuaders should focus on quick and easy ways to produce change. But, this method leads only to **short-term** change, if any change at all. | ||
+ | </ | ||
+ | <WRAP column 45%> | ||
+ | * 매직존슨의 커밍아웃과 AIDS에 대한 태도 | ||
+ | * 유명인 = 매직존슨 | ||
+ | * 지속적인 태도 변화가 이루어지지 않음 | ||
+ | * 연구대상지원: | ||
+ | </ | ||
===== Seven types of peripheral cue uses ===== | ===== Seven types of peripheral cue uses ===== | ||
<WRAP column 45%> | <WRAP column 45%> |
elaboration_likelihood_model.txt · Last modified: 2020/05/20 08:43 by hkimscil