PSY 0105 Lecture Notes - Lecture 8: Social Proof, Peer Pressure
Document Summary
Central route: people focus on arguments, when people are motivated to think carefully about the issue, most effective when make strong arguments, weak arguments will backfire; people will counterargue. Iv 1: high vs. low involvement with product. Local, receive one vs. distant, not receive one. Special chemically formulated coating eliminates nicks and cuts and prevents rusting. Can only be used once but will be memorable. Constructing a persuasive appeal: the message content, make people feel good, make people feel scared, one-sided vs. two-sided appeal, see your text for other features! If audience already agrees with the message, and will not find out the cons, a one-sided appeal is best. If audience already opposes the message, or knows the cons or will find them out, a two-sided appeal is best: the message content. People respond more affirmatively to those they like. Social proof people allow the example of others to validate how to think, feel, and act.
