PSYC 2310 Chapter Notes - Chapter 7: Ingroups And Outgroups, Condom
Document Summary
Two distinct factors that influence which route of persuasion you use: your ability to focus. Persuasion- communication that is designed to influence a person"s attitudes and behaviour. Messages that are of high personal relevance motivate us to pay attention, and as long as we have the ability (no distractions), we process such messages centrally. Messages that are of low personal relevance or that we need to process while distracted are processed peripherally. The same cue can be processed in different ways, both peripherally and centrally. The source of persuasion refers to the person or persons who deliver the message. Content of the message: length, discrepancy. Length long messages more effective if they are strong and processed centrally, but less effective if they"re weak and processed peripherally. Discrepancy between message and audience"s original attitude: audience. Demographic factors people in late adolescent and early adult years are most influenced by persuasive messages.
