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Social Proof - When do we rely on heuristics?

4 important questions on Social Proof - When do we rely on heuristics?

What are three dual process theories?

Elaboration likelihood model (ELM)
Heuristic systematic model
Kahneman's two systems

What does the elaboration likelihood model help us with?

It helps us understand how people process and are persuaded and how this affects their attitude. This helps to build better campaigns.

What does attitude change depend on according to the elaboration likelihood model?

Attitude change depends on the individual's level of cognitive elaboration (the extent to which they deeply process the message), because it determines the route someone takes. There are two routes to persuasion: the central route and the peripheral route. If someone is motivated and able to think critically about the message (central route), attitude change is more likely (unless the message is crap). On the other hand, if someone relies on peripheral cues/heuristics, such as attractiveness of the source or number of arguments (peripheral route), attitude change is less likely.

What drives motivation and ability? How does this influence the workings of the Elaboration likelyhood model?

Personal interest helps to increase your desires (motivation) and skills (ability).
A higher interest generally results in a higher elaboration and thus taking the central route, while a lower interest decreases the elaboration and results in taking the peripheral route.

The question on the page originate from the summary of the following study material:

Social Influence

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