Involvement
and Cognitive Responses
Several factors influence the kind of thoughts
that receivers are likely to have. Given the ELM’s
assumption that thoughts create persuasion, these factors must
therefore influence attitude change. First, involvement and
ability influence the amount of thoughts produced. The more a
listener is involved in the topic -- the more that topic is
salient, relevant, or important to the listener -- the more
motivation that listener will have to think about the message
(Petty &
Cacioppo, 1979). This makes perfect sense: if a
message is about a topic that matters to us, we have a reason
(motivation) to pay attention to it and reflect on the ideas
in that message. Of course, the less involvement in the topic,
the less motivation to think about a message. However,
motivation isn’t enough to guarantee that central processing
will occur. Receivers must also have the ability to think
about the message. If they are distracted, or too tired, or
under the influence of drugs or alcohol, or ill, they will not
be able to think carefully about a message. Furthermore, if a
message is difficult to understand (full of unfamiliar terms,
confusing, spoken too fast, or with a thick accent), central
processing is unlikely.
However, having thoughts isn’t enough for persuasion to
occur. Thinking unfavorable thoughts, disagreeing with the
message, will not cause attitude change. One way to encourage
favorable thoughts is to agree with your audience. If an
audience likes a particular presidential candidate (or kind of
car, or toothpaste), messages supporting that candidate (or
that car or that brand of toothpaste) are more likely to
create favorable thoughts. Messages for a different candidate
(or car or toothpaste) are more likely to create unfavorable
thoughts. However, persuaders usually cannot switch their
topic to match the audience’s likes. You are hired to
persuade people to vote for one candidate (or buy one care or
one toothpaste).
|
