PSY 105 Lecture Notes - Lecture 7: Communication Problems, Temporal Lobe, Social Neuroscience

• School: Ryerson University
• Department: Psychology
• Course: PSY 105
• Professor: Kristin Vickers

Document Summary

Often, people state attitudes that are socially desirable rather than accurate. Social identity theory emphasizes social cognitive factors in the onset of prejudice. So it begins with social categorization, in which a person affiliates with a particular group as a way of figuring out how to act and react in the world. The next step is social identity, in which the person forms an identity within that group. The central route to persuasion emphasizes the content of the message, using factual information and logical arguments to persuade. This method requires a fair amount of effort on the receiver"s part and is more commonly used for matters of some significance (petty & cacioppo, 1986). The peripheral route relies on more superficial information. When you respond to peripheral appeals, you"re responding to such factors as how attractive the spokesperson is and how amusing or engaging the message is (petty & cacioppo, 1986).