PSYCH253 Lecture Notes - Lecture 6: Peer Pressure
26 Oct 2016
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Document Summary
Persuasion: process by which a message induces change in beliefs, attitudes, or behaviours central route: occurs when interested people focus on the arguments and respond with favourable thoughts, changes explicit attitudes. Peripheral route: occurs when people are influenced by incidental cues (attractiveness, etc. Diff. routes for diff. purposes: goal is typically behaviour change central route = more enduring. Perceived expertise: seen knowledgeable to in the topic, speak confidently. Perceived trustworthiness: speech style, those argue against own self-interest, talking fast. Attractiveness and liking: attractiveness = having qualities that appeal to an audience, most persuasive on matters of subjective preference. Physical, similarity the message content: reason vs. emotion: depends on audience (well-educated people = rational appeals) Effect of good feelings: more persuasive through association with good feelings, more on peripheral cues. Effect of arousing fear: the more frightened they are = more they respond (ex; smoking ads) Discrepancy: discrepancy and credibility interact, also depends on how person is involved in the issue.
