Differences

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--- elaboration_likelihood_model [2016/05/19 08:17] – [Types of Peripheral Messages] hkimscil
+++ elaboration_likelihood_model [2020/05/20 08:43] (current) – [Seven types of peripheral cue uses] hkimscil
@@ Line 5: / Line 5: @@
 ===== Central route =====
+<WRAP column 45%>
   * Also referred to elaborated route.
   * Centrally routed message include: a wealth of information, raitonal arguments, and evidence to support a particular conclusion.
@@ Line 15: / Line 16: @@
       * 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.
+</WRAP>
+<WRAP column 45%>
+중요한 가정
+  * 정교화 동기
+  * 정교화 능력
+</WRAP>
 ===== Types of Elaborated Aruguments =====
 Elaborated argument (message) can be measured as **strong, neutral, weak** argument.
@@ Line 29: / Line 35: @@
 ===== 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's emotional involvement and persuade through more superficial means.
     * e.g., Political campaign . . . . It is common for presidential candidates to air 30-second commercials that focus on portraying feel-good images of their "family values," patriotism, character, and likability.
     * Also, some candidates use celebrity endorsements, such as having a famous person or group give public support. For example, a number of NBA players publicly supported Bill Bradley during his 2000 run for presidential nomination.
   * 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>
+<WRAP column 45%>
+  * 매직존슨의 커밍아웃과 AIDS에 대한 태도
+  * 유명인 = 매직존슨
+  * 지속적인 태도 변화가 이루어지지 않음
+  * 연구대상지원: 80 - 30 (80 - 40 여성)
+</WRAP>
 ===== Seven types of peripheral cue uses =====
 <WRAP column 45%>
 <WRAP box>
-  * //Authority//: The persuader uses authority (or authority figure) to convince the audience to accept the beliefs or behaviors. Parent may use this strategy -- "Clean up the room because I said so!" This message would work for a while; but may not have a long-term effect.
+  * //**Authority**//: The persuader uses authority (or authority figure) to convince the audience to accept the beliefs or behaviors. Parent may use this strategy -- "Clean up the room because I said so!" This message would work for a while; but may not have a long-term effect.
-  * //Commitment//: This strategy focuses on a person's dedication to a product, social cause, group affiliation, political party, etc. Usually //foot-in-the-door// tactic is used as a sequential procedure to change one's attitudes and behaviors. The persuader may ask you
+    * {{https://upload.wikimedia.org/wikipedia/commons/thumb/1/1d/Unclesamwantyou.jpg/1200px-Unclesamwantyou.jpg?192}}
+  * //**Commitment**//: This strategy focuses on a person's dedication to a product, social cause, group affiliation, political party, etc. Usually //foot-in-the-door// tactic is used as a sequential procedure to change one's attitudes and behaviors. The persuader may ask you
     * Wearing a badge -> Putting campaign sign in your yard -> Asking to make a donation or to host a reception, etc.
-  * //Contrast//: This tactic usually sets up uneven points of comparison; then ask the receiver to choose the one that persuader wants. Car sales-person may give you an expensive car that you cannot afford, first. Then, give another car that  you can afford. This will give you lean toward the latter model of the car.
+    * Cheep and dirty: 북극곰 보호와 관련된 스티커를 보호하자는 쪽에 붙이도록 권유하고 성공하면 성금을 유도함
-  * //Liking//: Liking focus on affinity toward a person, place, or object. Advertise company uses Britney Spears to sell Pepsi or SonyoSidae to sell cellular phone.
-  * //Reciprocity//: This strategy presents give-and-take relationship. In supermarket, you often see "Buy this knife in the next 10 minutes, we will give you a free cutting board." -- If you do this, we will give you a freebie.
+  * //**Contrast**//: This tactic usually sets up uneven points of comparison; then ask the receiver to choose the one that persuader wants. Car sales-person may give you an expensive car that you cannot afford, first. Then, give another car that  you can afford. This will give you lean toward the latter model of the car.
-  * //Scarcity//: This tactic makes people worried about something. "They will be all gone in the next 10 minutes. Hurry up! Call me now. The size that fits you will disappear soon. You need to pick up the phone right now." -- Announcement in a shopping channel uses this tactic.
+    * 비싼 것을 두개 보여 주고 팔만한 자동차를 선택하도록 함
-  * //Social proof//: This tactic uses a kind of peer-pressure. The idea of "Everyone is doing it." work really well for the teen-age.
+  * //**Liking**//: Liking focus on affinity toward a person, place, or object. Advertise company uses Britney Spears to sell Pepsi or SonyoSidae to sell cellular phone.
+    * PPL 등이 그것
+  * //**Reciprocity**//: This strategy presents give-and-take relationship. In supermarket, you often see "Buy this knife in the next 10 minutes, we will give you a free cutting board." -- If you do this, we will give you a freebie.
+  * //**Scarcity**//: This tactic makes people worried about something. "They will be all gone in the next 10 minutes. Hurry up! Call me now. The size that fits you will disappear soon. You need to pick up the phone right now." -- Announcement in a shopping channel uses this tactic.
+  * //**Social proof**//: This tactic uses a kind of peer-pressure. The idea of "Everyone is doing it." work really well for the teen-age.
 </WRAP>
 </WRAP>
@@ Line 70: / Line 93: @@
 <imgcaption image1|Elaboration Likelihood>{{ ElaborationLikelihoodModel.jpg?600 |Elaboration Likelihood}}</imgcaption>
 <imgcaption image2|Elaboration Likelihood>{{ elm.jpg?600 |}}</imgcaption>
+===== To do =====
+  * 자신이 캠페인하고 있는 상품 프로모션을 위한 메시지를 위의 ELM에 맞추어 디자인 하시오.