PSYCH253 Lecture : Chapter 5- Persuasion From Social Psychology -Myers, Spencer, Jordan -4th ed.
16 Oct 2011
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Persuasion: the process by which a message induces change in beliefs, attitudes, or behaviours. When people try to persuade others, they can try to use good arguments and convince people that if they really think through the issues they will become persuaded to change their minds. At the opposite extreme, they can try to change people"s minds without having them think about this issue at all. Perhaps the best way to convince people that something is good is just to associate it with something positive. For example, if an attractive source increases your attention to a message, then the message should have a better chance of persuading you. E. g. , researchers at ohio state university suggested that people"s thoughts in response to persuasive messages also matter. Central route to persuasion: occurs when interested people focus on the arguments and respond with favourable thoughts. If arguments are strong and compelling, persuasion is likely.
