100% tevredenheidsgarantie Direct beschikbaar na betaling Zowel online als in PDF Je zit nergens aan vast
logo-home
Samenvatting Heath Communication (Articles) €5,49
In winkelwagen

Samenvatting

Samenvatting Heath Communication (Articles)

 61 keer bekeken  5 keer verkocht

This is a summary of articles which are used for the course 'Health Communication'.

Voorbeeld 4 van de 26  pagina's

  • 21 maart 2021
  • 26
  • 2020/2021
  • Samenvatting
Alle documenten voor dit vak (3)
avatar-seller
noellenijhof
,Week 2 Elaboration Likelihood Model (ELM)

Conceptual Chapter Elaboration Likelihood Model

The elaboration likelihood model (ELM) is an example of a dual “dual process” approach to
persuasion
- Important variations in the nature of persuasion are a function of the likelihood that
receivers will engage in elaboration of information relevant to the persuasive issue

Two kinds of persuasion processes
- Central route: systematic thinking (elaboration is relatively high → extensive
issue-relevant thinking)
- Peripheral route: cognitive shortcuts (heuristic thinking)

Influences on the degree of elaboration

A number of factors influence the amount of elaboration

Influencing elaboration motivation

A receiver’s motivation for engaging in elaboration can be influenced by
- Relevance of the topic (personal relevance → the motivation to engage in
elaboration)
- The level of “need for cognition” (reflecting the tendency to enjoy en engage in
thinking)

Influencing the ability to engage

A receiver’s ability to engage in elaboration can be influenced by
- Presence of distraction in the persuasive setting
- Amount of relevant background knowledge

Influences on persuasive outcomes

Central-route persuasion and peripheral-route persuasion have different underlying
processes → the factors determining persuasive success correspondingly differ

Influences on persuasive outcomes in central-route persuasion

The outcomes of persuasive efforts will depend on the outcomes of receiver’s thoughtful
consideration of issue-relevant arguments → when elaboration is high, persuasive effects
will depend on the predominant valence (positive or negative) of the receiver’s issue-relevant
thoughts

Two primary factors influence the predominant valence of elaboration
- Whether the message’s advocates position is proattitudinal or counterattitudinal for
the receiver
- The strength of the message’s arguments

,Influences on persuasive outcomes in peripheral-route persuasion

A number of heuristics can be identified
- Credibility heuristic: receivers are guided by the apparent expertise of the
communicator
- Liking for the communicator: liked communicators will be more persuasive than
disliked communicators
- Consensus heuristic: receiver’s views are influenced by the reactions of others to the
message

Complexities and consequences in persuasion processes

Tradeoffs between central and peripheral persuasion processes

The central route and the peripheral route represent idealized extremes of the continuum of
elaboration → tradeoff between elaboration valence and peripheral cues as influences on
persuasion

Multiple roles for variables in persuasion

Any given variable might play multiple roles in persuasion → a variable might influence
persuasion in three ways
- Affect the degree of elaboration
- Serve as a peripheral cue
- Influence the valence of elaboration

Consequences of differing persuasion routes

Differing degrees of elaboration will make for corresponding differences in the nature of the
persuasive outcomes obtained

Central-route processes create persuasion that is more enduring and more integrated with a
person’s belief system

Persuasion accomplished through peripheral-route processes is likely to be more
evanescent (= soon passing out)

Future directions and contributions

Four lines of future developments of ELM ideas can be identified

1. Continuing articulation of the nature of involvement (personal relevance)
Different varieties of involvement can be usefully distinguished as having differing
effects on persuasion processes

2. Clarification of the nature of argument quality
The key ingredient of high-quality arguments may be the relative desirability of the
consequences claimed for a social policy or the desirability of the characteristics of a
consumer product

3. Clarification of the conditions under which a given variable plays one role or another
in persuasion

, 4. The relationship of central-route and peripheral-route processes needs more
attention

The ELM has contributed two key insights about persuasion
- The recognition of the variable character of topic-related thinking (elaboration)
engaged in by message recipients
- The recognition that a given variable may play different roles in persuasion

Voordelen van het kopen van samenvattingen bij Stuvia op een rij:

Verzekerd van kwaliteit door reviews

Verzekerd van kwaliteit door reviews

Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!

Snel en makkelijk kopen

Snel en makkelijk kopen

Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.

Focus op de essentie

Focus op de essentie

Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper noellenijhof. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €5,49. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 52510 samenvattingen verkocht

Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen

Start met verkopen
€5,49  5x  verkocht
  • (0)
In winkelwagen
Toegevoegd