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PSYCH253 Lecture Notes - T. S. Eliot, Physical Attractiveness

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Steve Spencer

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Two models that try to sort this out: they say we have two-modes of processing persuasive message
1. Chaikey and Eagly Controlled & Heuristic processing: We get an appeal/persuasion and think
about it and actually argue within ourselves
2. Petty & caciopo the elaboration Likelihood model: sometime people think about it a lot,
sometimes don’t; central route thinking & peripheral route under the radar; how we feel
now, not how we feel for a long time
The Communicator the better the arguments are the more persuasive they are to central route;
The communicator peripheral: *Credibility credible communicators (those who have status) are
more persuasive than less credible communicators.
*Expertise and Persuasion- T.S Eliot (famous poet), Agnes Stearns (high school teacher);
*trustworthiness; *sleeper effect you forget who said it, the persuasion goes down; *physical
attractiveness more attractive, more persuasive; *similarity more similar, more persuasive
: a communicator is a peripheral route to persuasion
The message
Aspects of message that affect processing in central:
*Discrepancy large discrepancy work if the message is a good one; *two sided appeal work better (an
appeal that recognizes the strengths and weaknesses); *qualities of the arguments; strong work better
than weaker arguments weak arguments suck in central route; *active experience works through this
route promotes involvement
Peripheral route
*Emotional appeals work really well good mood/fear; *number of arguments- more better;*primacy
and recency effects work through its route you wanna go first or wanna go last?; *passive reception
work through this route;
The Audience
*being forewarned if you say the persuassion in advance, it is more effective; *being
involved ;*high need of cognition people with high need of cognition could process almost everything