The Elaboration Likelihood Model proposes two routes to persuasion. The central route and the peripheral route.
The central route is more likely to involve which of the following?
Need for cognition is the tendency for an individual to [blank_start]engage in and enjoy[blank_end] effortful cognitive activity. Need for affect is the tendency for an individual to see emotions as desirable and feel a need to [blank_start]pursue them[blank_end]. It is assumed that an affect-based message is more persuasive among individuals [blank_start]high in need for affect[blank_end] and [blank_start]low in need for cognition[blank_end], whereas a cognition-based message was more persuasive among individuals [blank_start]low[blank_end] in need for affect and [blank_start]high in need[blank_end] for cognition.
engage in and enjoy
high in need for affect
low in need for affect
low in need for cognition
high in need for cognition
high in need
low in need
If I say I have a high need for cognition, then I have a high cognition...
When designing an intervention to change attitudes, health promoters can design their messages depending on the cognitive or affective need of the audience. They might 'match' their message to the attitude meta-base or the attitude structural-base of the individual. Keer's 2013 research found that if the message was matched to an individual's attitude meta-base, they [blank_start]had a higher appreciation of the message[blank_end]. However, if the message was mismatched to the individual's attitude structural base, [blank_start]their attitude would change[blank_end].
had a higher appreciation of the message
were more likely to change their attitud
their attitude would change
they would appreciate the message more.
Keer's 2013 study found:
I think my attitudes are based (meta-base) on affect - I judge [blank_start]affective messages[blank_end] more positively. However, positive message judgement is no guarantee for actual persuasion.
I think my attitudes are based (meta-base) on cognition - I judge [blank_start]cognitive[blank_end] messages more positively. However, positive message judgement is no guarantee for actual persuasion.
Tests show my attitudes are based (structural base) on affect - more likely to change attitude if receiving message based on [blank_start]cognition[blank_end].
Tests show my attitudes are based (structural base) on cognition - more likely to change attitude if receiving message based [blank_start]on affect.[blank_end] Individuals with a cognitive structural base are equally accepting of arguments that challenge their beliefs as they are of those that provide a new type of information.