Sociology 2234E Lecture Notes - Noam Chomsky
28 Mar 2012
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Document Summary
Attitudes don"t always introduce behaviour need motivation. The motivation to appear unbiased will override the attitude of bias behaving in an unbiased way. Persuasive communication: advocating only one side of an argument. Using persuasion to change someone"s attitude/opinion about something: the elaboration-likelihood model (2nd) 2 ways persuasive communication can cause attitude change: central route: people are motivated to pay attention to the arguments in the communication. Best way to persuade them is to use logical arguments and facts: peripheral route people only notice the surface characteristics of the message (credibility, attractiveness, etc. ) Best way to persuade: use an expert/appealing person, short message, etc. Not engaged in the argument, only looking at surface characteristics. Trying to find out the ways to persuade people. People who are credible, trustworthy, attractive, etc. are more likely to be persuasive: credibility and trustworthiness of the communicator, attractiveness of the communicator, similarity of the communicator.
