PSYC 2120 Lecture Notes - Lecture 6: Iron Eyes Cody, Tupperware, Robert Cialdini
Document Summary
The process by which a message induces change in feelings, aitudes, or behaviours. Persuasion vis the central route: a focus on the actual content of the arguments that simulates thinking about the new aitude (also known as systemaic processing) Persuasion via the peripheral route: acceptance is triggered by incidental cues (e. g. , atraciveness of the speaker) without much thinking (also known as heurisic-based processing) Factors related to moivaion that inluence then likelihood that you will elaborate on the issues: personal relevance, responsibility for evaluaing message, need for cogniion/need for closure, incongruent informaion. Factors related to ability that inluence if you can process the informaion in the arguments: message clarity, repeaing the message, distracion/ime pressure, channel of communicaion (print, individual diferences in intelligence. Argument quality is important to the central route: Strong arguments make you more favourable toward the object/issue. Weak arguments make you less favourable toward the object/issue. Strong aitudes: longer lasing, more predicive of behavior, more resistant to change.
