PSY 005 Lecture Notes - Lecture 20: Panic Attack, Transitional Fossil, Fear
23 Dec 2020
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Document Summary
The message not all sources are created equal; some are more credible or likeable than others. On the peripheral route to persuasion, audiences are influenced heavily, maybe too heavily, by these and other source characteristics. But when people care about an issue, the strength of a message determines its impact. On the central route to persuasion, what matters most is whether a scientist"s theory is supported by the data. However, the target of a persuasive appeal comes to know a message only through the medium of communication: what a person has to say and how that person says it. Communicators often struggle over how to present an argument to maximize its impact. Often, the most effective strategy to use depends on whether members of the audience process the message on the central or the peripheral route. When people process a message lazily, they often fall back on a simple heuristic: the longer a message, the more valid it must be.
