Comm 325 Exam 2 || with Certified Answers.
What is the Yale Model of Persuasion? correct answers -Conducted by Hovland and associates at
Yale
-commitment to theory-driven approach (this was the first time that this approach was translated
to studying these effects)
-the key question was "Who said what to whom with what effect?"
-this study was interested in why messages changed attitudes and Hovland came to the
conclusion that learning had a part to do with this
-He promoted that to be persuaded, humans had to attend to, comprehend, learn, accept, and keep
the message (the more people learn and comprehend message arguments, the more likely they
are to accept and advocate positions)
-**potential problem: this assumes people are like sponges (willing to accept any ideas exposed
to them, which is hardly the case)
Explain the Elaboration Likelihood Model. correct answers -The model tells us when people
should be particularly likely to elaborate, or not elaborate, on persuasive messages
-Elaboration: refers to the extent to which the individual thinks about or mentally modifies
arguments contained in the communication (follows a continuum)
-Likelihood: referring to the probability that an event will occur, is used to point out the fact that
elaboration can be either likely or unlikely
-Two distinct ways people process communication: central and peripheral (explained in detail in
the next question)
-This is a process based model
What is Peripheral Processing? Central Processing? correct answers -When a person processes a
message centrally, they are using their cognition to seriously review the arguments. Usually, this
means that they feel highly involved regarding the message (i.e. it speaks to issues that are
important to them). They relate the information to their own knowledge and values. (Whether we
do or don't agree and the time it takes to decide why is the central route.)
-KEY factors that determine processing strategy are motivation AND ability
, -When a person processes a message peripherally, they use simple cues (ex. Physical
attractiveness or speaking ability of persuader) and heuristics (ex. "Experts know what they are
talking about," "if many people believe this then it is probably good). People tend to use the
peripheral route to examine messages when they are "low-involved" in the message (i.e. it is of
little to no importance to their life). Examples of the peripheral route in process are the Oprah
book club and when people blindly agree with car mechanics. People generally have to use the
peripheral route when they lack either motivation or ability (knowledge) to process the message.
Using the peripheral route makes one more vulnerable to accept the message. Basically they
examine the message quickly to help decide whether to accept the position advocated in the
message.
-example of both is the JFK vs. Nixon debate
JFK won tv (peripheral) and Nixon won radio (central)
How does inoculation theory work? correct answers -According to the inoculation theory, in
order to build one's resistance against a message, we must feed them just enough of the
message's arguments to stimulate their defenses but not overwhelm them. This, in turn, should
create a stronger resolve to not accept the message. (counter-arguments) Inoculation theory can
be compared to how doctors give patients a small injection of a virus so that they can build up
antibodies and not catch the virus later and become sick.
-Counterarguing the oppositional message in one's own mind should lead to strengthening of
initial attitude and increased resistance to persuasion
What are common criticisms of ELM? correct answers -So inclusive it's hard to prove incorrect
- Underestimates role of emotion in persuasion
-Does not clearly specify the type of message that persuaders employ under high involvement
-Model is silent on: what type of message you should employ to generate positive thoughts or
how to frame
What are the three fundamental communicator characteristics? correct answers Credibility, social
attractiveness, and authority.
Credibility correct answers -Dates back to Aristotle, who coined the term ethos to describe
qualities of the source that facilitated persuasion
What is the Yale Model of Persuasion? correct answers -Conducted by Hovland and associates at
Yale
-commitment to theory-driven approach (this was the first time that this approach was translated
to studying these effects)
-the key question was "Who said what to whom with what effect?"
-this study was interested in why messages changed attitudes and Hovland came to the
conclusion that learning had a part to do with this
-He promoted that to be persuaded, humans had to attend to, comprehend, learn, accept, and keep
the message (the more people learn and comprehend message arguments, the more likely they
are to accept and advocate positions)
-**potential problem: this assumes people are like sponges (willing to accept any ideas exposed
to them, which is hardly the case)
Explain the Elaboration Likelihood Model. correct answers -The model tells us when people
should be particularly likely to elaborate, or not elaborate, on persuasive messages
-Elaboration: refers to the extent to which the individual thinks about or mentally modifies
arguments contained in the communication (follows a continuum)
-Likelihood: referring to the probability that an event will occur, is used to point out the fact that
elaboration can be either likely or unlikely
-Two distinct ways people process communication: central and peripheral (explained in detail in
the next question)
-This is a process based model
What is Peripheral Processing? Central Processing? correct answers -When a person processes a
message centrally, they are using their cognition to seriously review the arguments. Usually, this
means that they feel highly involved regarding the message (i.e. it speaks to issues that are
important to them). They relate the information to their own knowledge and values. (Whether we
do or don't agree and the time it takes to decide why is the central route.)
-KEY factors that determine processing strategy are motivation AND ability
, -When a person processes a message peripherally, they use simple cues (ex. Physical
attractiveness or speaking ability of persuader) and heuristics (ex. "Experts know what they are
talking about," "if many people believe this then it is probably good). People tend to use the
peripheral route to examine messages when they are "low-involved" in the message (i.e. it is of
little to no importance to their life). Examples of the peripheral route in process are the Oprah
book club and when people blindly agree with car mechanics. People generally have to use the
peripheral route when they lack either motivation or ability (knowledge) to process the message.
Using the peripheral route makes one more vulnerable to accept the message. Basically they
examine the message quickly to help decide whether to accept the position advocated in the
message.
-example of both is the JFK vs. Nixon debate
JFK won tv (peripheral) and Nixon won radio (central)
How does inoculation theory work? correct answers -According to the inoculation theory, in
order to build one's resistance against a message, we must feed them just enough of the
message's arguments to stimulate their defenses but not overwhelm them. This, in turn, should
create a stronger resolve to not accept the message. (counter-arguments) Inoculation theory can
be compared to how doctors give patients a small injection of a virus so that they can build up
antibodies and not catch the virus later and become sick.
-Counterarguing the oppositional message in one's own mind should lead to strengthening of
initial attitude and increased resistance to persuasion
What are common criticisms of ELM? correct answers -So inclusive it's hard to prove incorrect
- Underestimates role of emotion in persuasion
-Does not clearly specify the type of message that persuaders employ under high involvement
-Model is silent on: what type of message you should employ to generate positive thoughts or
how to frame
What are the three fundamental communicator characteristics? correct answers Credibility, social
attractiveness, and authority.
Credibility correct answers -Dates back to Aristotle, who coined the term ethos to describe
qualities of the source that facilitated persuasion
