PSY 005 Lecture 22: Psy 5 (Social Psychology) - Lec 22
23 Dec 2020
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The audience the communicator must also take his or her audience into account. Presentation strategies that succeed with some people fail with others. Social psychologists tried to identify types of people who were more or less vulnerable to persuasion. But it turned out that very few individuals are consistently easy or difficult to persuade. Assuming that each of us can be persuaded more in some settings than in others, researchers look for an appropriate match between characteristics of the message and the audience. The need for cognition people tend to process information more carefully when they are highly involved. Involvement can be determined by the importance and self-relevance of a message. People who are high rather than low in their need for cognition like to work on hard problems, search for clues, make fine distinctions, and analyze situations. The need for cognition has interesting implications for changing attitudes.
