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Message elaboration refers to the depth and extent of cognitive processing involved in understanding, thinking about, and responding to a message. Higher Message elaboration often leads to more enduring attitudes and beliefs, as the individual actively engages with the content.
Cognitive processing refers to the mental functions involved in acquiring knowledge, understanding, and decision-making. It encompasses a range of processes including perception, memory, and reasoning, which are fundamental to how individuals interpret and interact with the world.
The Elaboration Likelihood Model (ELM) is a theory of persuasion that explains how individuals process persuasive messages through two distinct routes: the central route, which involves careful and thoughtful consideration of the arguments, and the peripheral route, which relies on superficial cues. The route taken depends on the individual's motivation and ability to process the information, ultimately influencing the strength and durability of the attitude change.
The peripheral route to persuasion involves appealing to the audience through superficial cues rather than the content of the message itself, such as the attractiveness or credibility of the speaker. This approach is often effective when the audience is not analytically processing the information, relying instead on simple cues and heuristics to form judgments.
Attitude change refers to the process by which an individual's feelings, beliefs, or behaviors towards a particular object, person, or situation are altered, often influenced by external factors such as persuasion or social influence. Understanding Attitude change is crucial for fields like marketing, psychology, and social sciences, as it helps in predicting and guiding human behavior in various contexts.
Motivation to Process refers to the extent to which individuals are inclined to engage thoughtfully with information, influencing how deeply they scrutinize and elaborate on messages they encounter. It plays a crucial role in determining whether persuasion occurs through a central, detail-oriented route or a peripheral, heuristic-based route in communication contexts.
Need for Cognition is a psychological trait that describes an individual's inclination towards engaging in and enjoying activities that involve deep thinking and problem solving. People with a high Need for Cognition tend to seek out knowledge, enjoy intellectual challenges, and prefer complex over simple tasks.
Message complexity refers to the intricacy involved in a communication message, which can be influenced by various factors such as language, structure, and the amount of information shared. High Message complexity can affect comprehension and increase cognitive load, potentially impacting the effectiveness of the communication process.
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