Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Sunday, December 11, 2016

All Natural

The 'Elaboration-likelihood model' (see below) suggests that whether we will use reasoning and logic to consider a persuasive message depends on if we have the motivation or ability to pay attention. If we do, then the central route will be taken, and we will consider the messages informational content carefully. If we do not, then we can be influenced by parts of the message that do not logically correlate to the content quality. For example, usually in an advertisement break we do not have the motivation to pay attention to every advert and so in the above video humour is used as a means of accessing the peripheral route to persuasion.


Petty, R. E., & Cacioppo, J. T. (1979). Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of personality and social psychology, 37(10), 1915.

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