PSYCH235 Lecture Notes - Lecture 10: Elaboration Likelihood Model, Product Placement, Psych
11 Feb 2016
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Persuasion: the process through which a message changes your beliefs, attitudes and behaviours. People routinely persuade you: politicians, scientists / experts, companies, teachers / parents. But there"s a problem: we think: we can ignore messages, we can counter-argue messages, we can disbelieve messages, we can choose to assert our independence. People can think about / challenge persuasive messages: but we don"t always do it! Two routes of persuasion: central route, peripheral route. Central route: convince people with compelling arguments: e. g. , scientific arguments, statistics, logic & reason, if an argument is good, people are persuaded, if an argument is bad, people counter-argue and resist. Peripheral route: convince people with tangential / unrelated cues: e. g. , emotional rhetoric, attractiveness, tricks , get people to agree for reasons that are not good arguments , makes up a surprising portion of advertising. When we"re motivated to think, we take the central route: persuaded by good arguments, not by weak ones.
