GASS & SEITER MODEL

Pure persuasion:is intentionalis effective or successfulis noncoerciverelies on language and symbolic action

involves two or more persons

Borderline persuasionis missing one or more of

these litmus tests

ELABORATION LIKELIHOOD MODEL (ELM)

Two basic routes to persuasion: Central and Peripheral

They represent the ends of an “elaboration continuum”

They represent qualitatively different modes of information processing

Central processing

Peripheral

processing

ILLUSTRATION OF THE ELM

The Central route is reflective, requires mental effort, and relies on cognitive elaboration

Motivation (willingness) to process a message

Ability to process (understand) a message

Example: Lulu is car shopping

She looks up information comparing safety, reliability, performance, customer satisfaction, mileage, and depreciation for three makes of sporty cars

She scrutinizes the information carefully before making a decision

ILLUSTRATION OF THE ELM

Example: A Christian homeowner hires a plumber because the plumber’s ad in the Yellow Pages includes an ichthys symbol (sign of the fish)

The Peripheral route is reflexive, based on mental shortcuts:

credibility, appearance cues, quantity of arguments

heuristic cues (decision rules): rules for simplifying the thought process

PERIPHERAL CUES

Peripheral cues Celebrity endorsers “As seen on TV” “Always tip 18%” “It’s your watch that

says the most about you” (slogan for Seiko watches)

“Shoes make the man”

The role of involvement High involvement

increases the likelihood of central processing

Low involvement increases the likelihood of peripheral processing

High involvement decreases reliance on credibility (peripheral cue)

ALCOHOL ADS & PERIPHERAL PROCESSING

American children view 2,000 beer and wine commercials per year (American Academy of Pediatrics, 1995).

Beer advertisements are a significant predictor of adolescent preference for beer brands (Gentile, 2001).

56% of students in grades 5-12 say that alcohol advertising encourages them to drink (American Academy of Pediatrics, 2001).

WHICH AD RELIES ON PERIPHERAL PROCESSING?

CENTRAL OR PERIPHERAL PROCESSING?

CENTRAL OR PERIPHERAL PROCESSING?

CENTRAL OR PERIPHERAL PROCESSING?

PERSISTANCE OF PERSUASION

Persuasion that takes place via the central route tends to be more lasting

Persuasion that takes via the peripheral route tends to be more transitory

HEURISTIC-SYSTEMATIC MODEL (HSM)

Bears many similarities to the ELM Two basic routes or modes of information processing

Systematic processing is more thoughtful, deliberate, analytical

Analogous to “central” processing in the ELM

Heuristic processing is more reflexive, automatic Analogous to “peripheral” processing in the ELM Relies on decision rules, e.g., “Never pay retail,”

“Buy low, sell high” Decision rules are activated under the appropriate

circumstances

SYSTEMATIC PROCESSING ADS

HEURISTIC CUES

Motivation and ability to process a message are key determinants

Sufficiency principle: people don’t want to spend too much or too little time/effort making a decision

HSM allows for the possibility of simultaneous processing (both systematic and heuristic)

Must Be:Available: stored in memory for potential useAccessible: activated from memoryApplicable: related to the receiver’s goals or objectives

HEURISTIC PROCESSING IN RX DRUG ADS

A majority of ads for pharmaceutical manufacturers rely on emotional appeals to attract consumers.

A study of 122 ads by pharmaceutical manufacturers revealed that 62% relied on emotional appeals, such as hope, fear, or sympathy (Annals of Internal Medicine)

HEURISTIC OR SYSTEMATIC PROCESSING?

THEORY OF REASONED ACTION (TRA)

Adapted from Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall.

ILLUSTRATION OF THE TRA

Ned has begun drinking heavily since he started college

Attitude toward the behavior: “I think drinking is ruining my health and it caused me to get fired from my job.”

Subjective Norm component: “I know my friends and family would like me to stop drinking.”

Intention: “I intend to stop drinking altogether.”

Behavior: Ned attends his first AA meeting the next day

THEORY OF PLANNED BEHAVIOR (TPB)

An extension of the TRAThe TpB adds the additional element of perceived behavioral control (self-efficacy) Internal factors might prevent or reduce control

(lack of knowledge, lack of skill)

External factors might prevent or reduce control (limited time or resources)

Intentions correlate more strongly with actual behavior when there is perceived behavioral control