7. 1. Motivation to elaborate messages a. Receiver’s involvement with the issue -- More relevant issues are processed centrally, less relevant issues are processed peripherally
8. 1. Motivation to elaborate messages b. Receiver’s Need for Cognition -- Personality trait which refers to a tendency to engage in and enjoy thinking. -- High need for Cognition (central); Low need for Cognition (peripheral)
9. 2. Elaborating on Messages a. Distraction -- Distractions can get in the way of our ability to elaborate on certain messages, which decrease our persuadability -- Commercials with distracting MUSIC or Graphics
10. b. Comprehension -- A receiver must be able to comprehend the message -- Hence the importance of being a clear communicator – and if necessary an ambiguous one
11. c. Prior Knowledge -- The more knowledge you have on a subject the more you can engage in relevant issue related thinking -- The more knowledge you have the more likely you’ll process it centrally
18. A. Persistence of Persuasion Attitudes shaped through central processing will persist longer than those shaped peripherally
19. B. Attitude-Behavior Consistency Attitudes shaped through central processing will more likely influence our behavior than those shaped peripherally Cacioppo, Petty, Kao, and Rodriguez (1984) study on elections
20. C. Resistance to Counterpersuasion Central = more resistant Peripheral = less resistant