User:LewisHoward/sandbox

This Is MY Sandbox This is my sandbox, i can do whatever I want here...

https://en.wikipedia.org/w/index.php?title=Education_Program:University_of_Hull/Psychology_of_Internet_Behaviour_(Spring_2014)

https://en.wikipedia.org/wiki/Anxiety/uncertainty_management

https://en.wikipedia.org/wiki/Elaboration_likelihood_model

Model routes
The model defines two processing routes: central and peripheral.

Central route
Central-route processes require the audience to think more, and are likely to predominate under high-elaboration conditions. Central-route processes involve scrutiny of persuasive communication (e.g., a speech or an advertisement) to determine the arguments' merits. Under these conditions, a person's cognitive response to the message determines its persuasive outcome. If they evaluate a message as reliable, well-constructed and convincing, it may be received favorably even if it contrasts with the receiver’s original position on the message. If favorable thoughts result from the elaboration process, the message will probably be accepted; an attitude congruent with the message's position will emerge. If unfavorable thoughts are generated while considering the merits of presented arguments, the message will probably be rejected. For the message to be centrally processed, a person must have the ability and motivation (dependent on personal relevance) to do so.

Peripheral route
Peripheral-route processes do not involve elaboration of the message through cognitive processing of an argument's merits. They rely on a message's environmental characteristics: the perceived credibility of the source, message presentation quality, the source's attractiveness or a catchy slogan, and is frequently used when the argument is weak or lacks evidence. The peripheral route is a mental shortcut which accepts (or rejects) a message based on external cues, rather than thought. It is used when the audience is unable to process the message due to the message's complexity or the audience's immaturity. The commonest influences are rewards such as food, sex or money, which create rapid changes in mind and action. Celebrity status, likability, humor and expertise are other factors governing the peripheral process. Appearance can gain an individual's attention; while it can create interest in a topic, it will not effect strong change. The goal of the peripheral process is to create change which can be weak (or temporary) compared with the strong, lasting change of the central route.

Advantages/ Disadvantages
The advantages of peripheral route thinking is that you can save; time, energy and mental capacity. However this could mean that some information can be overlooked and lead to costly mistakes, mistakes that could have been prevented. The advantages of central route thinking is opposite, costly mistakes can be avoided because you look at all the information, process it and then make your decision. However this does use up lots of; time, energy and mental capacity.

Choice of route
The factors most influencing the route an individual will take in a persuasive situation are motivation (a desire to process the message; see Petty and Cacioppo, 1979) and ability (the capability for critical evaluation; see Petty, Wells and Brock, 1976). The route taken is determined by the extent of elaboration, in turn determined by: attitude, motivation and ability factors. An attitude is a general evaluation, indicating how a person perceives themselves in relation to their surroundings. Attitudes may be influenced by peripheral cues providing guidance or implications, which cause the audience to draw a conclusion and believe it is their own idea. . Motivation includes the relevance of the message and a person's "need for cognition" (their enjoyment of thinking through ideas). Motivation is personal to each person and can vary depending on the topic e.g. Students under 21 who drive would be more motivated to get involved and learn about laws that affect them, more then students who are over 21 because the law will not apply to them, so they are not motivated to think about the issue. . Ability includes the availability of cognitive resources (e.g., the presence or absence of time pressures or distractions) and the relevant knowledge needed to examine the arguments. Distractions (for example, a persuader trying to convey a message in a room full of crying babies) can affect the ability to process a message. Many evaluations are based on cognitive intelligence, behaviour and guidance. With an understanding of an individual's attitudes, the elaboration may be tailored to the situation. There are two types of elaboration: biased and objective. Elaboration may have positive or negative results, depending on the audience. Individuals with preconceptions about a topic are more difficult to persuade than those who examine the facts.

Biased
In top-down thinking, predetermined conclusions color supporting data; it is used on people who already have their minds made up (Cacioppo).

Objective
In bottom-up thinking, facts are scrutinized without bias; the truth is sought, whatever it might be. These listeners let facts speak for themselves, approaching the message with an unbiased mind (Cacioppo).

Examples of distractions impeding concentration on a message include a death in the family or relationship problems. A child will change their behavior because their parent told them to do so, rather than by processing information independently. As children grow they develop greater cognitive complexity, becoming able to process information centrally and draw conclusions of their own. A subject's educational level, and their education and experience with the topic at hand, affect their ability to be persuaded. Under conditions of moderate elaboration, a mixture of central and peripheral route processes will guide information-processing. There are benefits and consequences of both processes. An individual who disagrees with the message being presented may boomerang if they centrally process the message and bounce away from the speaker’s goal. In a similar situation, a peripherally-processed message will have less of a negative effect on the individual.