PSYC 2120 Lecture Notes - Lecture 2: Iron Eyes Cody, Robert Cialdini, Tupperware
9 Mar 2016
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Persuasion: the process by which a message induces change in feelings, attitudes, or behaviors. A focus on the actual content of the arguments that stimulates thinking about the new attitude (also known as systematic processing) Acceptance is triggered by incidental cues (ie. attractiveness of the speaker) w/o much thinking (aka heuristic-based processing) Example: (1) central route great argument i"m convinced (2) peripheral route he sounds smart, i"m convinced . Factors related to motivation that influence the likelihood that you will elaborate on the issues: (1) personal relevance (2) responsibility for evaluating messages (3) need for cognition/ need for closure (4) incongruent information. Factors related to ability that influence if you can process the information in the arguments: (1) message clarity (2) repeating the message (3) distraction/ time pressure (4) channel of communication (print) (5) individual differences in intelligence. Strong arguments make you more favourable toward the object/issue. Weak arguments: make you less favourable toward object/issue.
