PSY 005 Lecture Notes - Lecture 27: Asian Canadians, Psy

• School: College of The Sequoias
• Department: Psychology (PSY)
• Course: PSY 005
• Professor: Fulmer

Document Summary

Recipient"s motivation (to understand message) and ability (to process message) jointly determine which route is activated. Systematic processing will occur only when motivation and ability is present, if either is missing persuasion occurs via the peripheral route. Personal relevance: whether or not the topic or issue will affect someone directly. Experiment: comprehensive exams in the coming year. Participants were motivated to process the message carefully, they were persuaded by strong arguments and rejected weak arguments. High-personal-relevance conditions elicited systematic processing and low-personal-relevance elicited heuristic processing. Expertise for the source made no difference. People with highly accessible attitudes were persuaded by messages with strong arguments but not by messages with weak arguments, whereas people with low-accessibility attitudes were about equally persuaded by messages with either strong or weak arguments. The ability to process carefully is the complexity or comprehensibility of the message. People believe that they should behave in ways that are consistent with their attitudes and values.