01:830:321 Lecture Notes - Lecture 6: Social Proof, Attitude Change, Classical Conditioning
23 Jul 2020
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Central route : when elaboration likelihood is high, attitude change occurs through the central route. The generation of positive or negative cognitive responses to the message. On the basis of the positive or negative cognitive responses, attitude change may. Peripheral route : when elaboration likelihood is low, attitude change occurs through occur the peripheral route. Look for cues in the persuasion context. Features of the source of a message that can serve as persuasive cues. How do i feel about it - misattribution. When people are in a good mood, they are more. Heider"s balance theory : occurs when we agree with people we like and when we disagree with people we don"t like. To be seen as credible, the source must have two distinct sources. Sources vs message: the role of audience involvement. People were high and low in personal involvement. Very few people are consistently easy or difficult to persuade.
