Deck 8: Processing Persuasive Communications

Question 1

In the Elaboration Likelihood Model, if a person has a low need for cognition score, it is likely to impact ___________.

A) their ability to process the message
B) their motivation to process the message
C) their evaluation of the message, whether positive or negative
D) their rehearsal and reliance upon the message

Answer 1

B

Question 2

The perspective that people do not process information through distinct, different routes, but rather they simply focus on the nature of the evidence is called ___________.

A) the Elaboration Likelihood Model
B) the Heuristic-Systematic Model
C) Inoculation Theory
D) the Unimodel

Answer 2

D

Question 3

The Oprah Book Club Effect, in which people buy a book recommended by Oprah just because of her warmth, credibility, and celebrity status, is a good example of a decision made using which of the following?

A) Central processing
B) Peripheral processing
C) Systematic processing
D) High-involvement processing

Answer 3

B

Question 4

Which of the following is not true of an individual who is high need for cognition compared to an individual who is low need for cognition?

A) They recall more message arguments
B) They have more issue-relevant thoughts
C) They are more frequently swayed by source credibility
D) They seek more information about complex issues

Question 5

Write an essay in which you explain the Elaboration Likelihood Model. In your answer, be sure to explain the differences between central and peripheral processing, and what characteristics make one more or less likely to use one processing route or the other.

Question 6

What are the practical and theoretical suggestions for persuasion provided by the ELM? Do you find the practical or theoretical suggestions to be more helpful? Why?

Question 7

The text explores several examples of peripheral processing in real life. What are some other examples? How is the ELM employed in those examples?

Question 8

The contributions of the ELM outweigh its criticisms. Defend or challenge this statement.

Question 9

Which model-the ELM, HSM, or Unimodel-do you think is more useful to a practitioner of persuasion?