Publisher Summary
This chapter outlines the two basic routes to persuasion. One route is based on the thoughtful consideration of arguments central to the issue, whereas the other is based on the affective associations or simple inferences tied to peripheral cues in the persuasion context. This chapter discusses a wide variety of variables that proved instrumental in affecting the elaboration likelihood, and thus the route to persuasion. One of the basic postulates of the Elaboration Likelihood Model—that variables may affect persuasion by increasing or decreasing scrutiny of message arguments—has been highly useful in accounting for the effects of a seemingly diverse list of variables. The reviewers of the attitude change literature have been disappointed with the many conflicting effects observed, even for ostensibly simple variables. The Elaboration Likelihood Model (ELM) attempts to place these many conflicting results and theories under one conceptual umbrella by specifying the major processes underlying persuasion and indicating the way many of the traditionally studied variables and theories relate to these basic processes. The ELM may prove useful in providing a guiding set of postulates from which to interpret previous work and in suggesting new hypotheses to be explored in future research.

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The elaboration likelihood model of persuasion

The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and pro...

Market orientation: The construct, research propositions, and managerial implications.

Mother Nature knows best--How engineered organizations of the future will resemble natural-born systems.

Persuasive Technology: Using Computers to Change What We Think and Do

What was noted by E. J. hanger (1978) remains true today: that much of contemporary psychological research is based on the assumption that people are consciously and systematically processing incoming information in order to construe and interpret their world and to plan and engage in courses of action. As did E. J. hanger, the authors question this assumption. First, they review evidence that the ability to exercise such conscious, intentional control is actually quite limited, so that most of moment-to-mom ent psychological life must occur through nonconscious means if it is to occur at all. The authors then describe the different possible mechanisms that produce automatic, environmental control over these various phenomena and review evidence establishing both the existence of these mechanisms as well as their consequences for judgments, emotions, and behavior. Three major forms of automatic self-regulation are identified: an automatic effect of perception on action, automatic goal pursuit, and a continual automatic evaluation of one's experience. From the accumulating evidence, the authors conclude that these various nonconscious mental systems perform the lion's share of the self-regulatory burden, beneficently keeping the individual grounded in his or her current environment. The strongest knowledge—that of the total unfreedom of the human will—is nonetheless the poorest in successes, for it always has the strongest opponent: human vanity. —Nietzsche, Human, All Too Human

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The unbearable automaticity of being

Evidence for the role of affective states in social judgments is reviewed, and a new integrative theory, the affect infusion model (AIM), is proposed as a comprehensive explanation of these effects. The AIM, based on a multiprocess approach to social judgments, identifies 4 alternative judgmental strategies: (a) direct access, (b) motivated, (c) heuristic, and (d) substantive processing. The model predicts that the degree of affect infusion into judgments varies along a processing continuum, such that judgments requiring heuristic or substantive processing are more likely to be infused by affect than are direct access or motivated judgments. The role of target, judge, and situational variables in recruiting high- or low-infusion judgmental strategies is considered, and empirical support for the model is reviewed. The relationship between the AIM and other affect-cognition theories is discussed, and implications for future research are outlined.

Mood and judgment: the affect infusion model (AIM).

Das Elaboration Likelihood Modell (ELM) wurde in den 1980er Jahren von den Sozialpsychologen Richard E. Petty und John T. Cacioppo mit dem Ziel entwickelt, die prozesshafte Verarbeitung persuasiver Botschaften zu erklaren und Einstellungsveranderungen in Abhangigkeit von der Rezeptionssituation, den Eigenschaften einer persuasiven Botschaft und individuellen Voraussetzungen des Rezipienten vorherzusagen. Die zentrale Veroffentlichung dieser Persuasionstheorie ist das 1986 erschienene Buch Communication and persuasion: Central and peripheral routes to attitude change. In diesem Schlusselwerk der Medienwirkungsforschung werden das ELM und seine Basiskonzepte theoretisch definiert und durch eine Vielzahl empirischer Studien untermauert. Daruber hinaus diskutieren die Autoren methodische Schwierigkeiten bei der Uberprufung ihrer Annahmen sowie Konsequenzen der verschiedenen Elaborationsrouten. Communication and persuasion bietet damit einen detaillierten Uberblick zu einem der wichtigsten Zwei-Prozess-Modelle der persuasiven Kommunikationsforschung.

Communication and Persuasion: Central and Peripheral Routes to Attitude Change

. We investigated the effects of antiforeigner political advertisements on implicit and explicit stereotypes. While stereotypical associations may become automatically activated (implicit stereotypes), individuals can reject these thoughts and decide not to use them for an overtly expressed judgment (explicit stereotypes). We hypothesized that even if citizens negated stereotypical content, advertisements might still affect implicit stereotypes. This hypothesis was tested using an experiment where participants (N = 186) were exposed to zero, two, four, or six stereotypical advertisements. The results showed that stereotypical advertisements did not influence explicit stereotypes but did influence implicit stereotypes, even in critical recipients who negated the stereotypical content.

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Effects of Right-Wing Populist Political Advertising on Implicit and Explicit Stereotypes

The role of placement characteristics such as brand integration and placement frequency for brand outcomes on children has largely been ignored in extant research. We also lack insights about parental mediation as a potential moderator in this context. The present paper describes an experimental study in which children were exposed to different versions of a cartoon movie which included a moderately or frequently placed chips brand. The brand was either presented as a screen- or as a plot-placement. Children's attitudinal and behavioral outcomes were matched with surveys completed by their parents who answered questions about their mediation strategies. Compared to screen-placements, moderately and frequently presented plot-placements lead to an increase in children's product choice. Parents’ advertising mediation strategies were not able to prevent this behavioral outcome. Our findings offer insights into children's susceptibility to product placement effects relevant to parents, educators, and policy re...

Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation

Questionable research practices (QRPs) pose a major threat to any scientific discipline. This article analyzes QRPs with a content analysis of more than three decades of published experimental research in four flagship communication journals: Journal of Communication, Communication Research, Journalism & Mass Communication Quarterly, and Media Psychology. Findings reveal indications of small and insufficiently justified sample sizes, a lack of reported effect sizes, an indiscriminate removal of cases and items, an increasing inflation of p-values directly below p < .05, and a rising share of verified (as opposed to falsified) hypotheses. Implications for authors, reviewers, and editors are discussed.

Questionable Research Practices in Experimental Communication Research: A Systematic Analysis From 1980 to 2013

Selective exposure refers to the tendency of individuals to attend to information that is in line with their political views. This study advocates a behavioral approach to selective exposure research by introducing eye-tracking as a straightforward measure of selection processes. We tested participants’ selective exposure to political poster advertisements from one left-wing and one right-wing party. Individuals were simultaneously exposed to on-screen ads by the two different parties, and their eye movements were unobtrusively recorded. Findings indicate that the political orientation of the participants explained selective exposure in terms of the time taken to look at each ad. Implications for selective exposure research are discussed.

Franziska Marquart

Papers

Communication and Persuasion: Central and Peripheral Routes to Attitude Change

Effects of Right-Wing Populist Political Advertising on Implicit and Explicit Stereotypes

Children's attitudinal and behavioral reactions to product placements: investigating the role of placement frequency, placement integration, and parental mediation

Questionable Research Practices in Experimental Communication Research: A Systematic Analysis From 1980 to 2013

Selective Exposure in the Context of Political Advertising: A Behavioral Approach Using Eye-Tracking Methodology