elaboration_likelihood_model
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| Both sides previous revisionPrevious revision | Next revisionBoth sides next revision | ||
| elaboration_likelihood_model [2016/05/19 08:19] – [Central route] hkimscil | elaboration_likelihood_model [2016/05/19 08:24] – [Peripheral route] hkimscil | ||
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| ===== Peripheral route ===== | ===== Peripheral route ===== | ||
| + | <WRAP column 45%> | ||
| * 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