COMM 325 Lecture Notes - Lecture 13: Cognitive Dissonance, Junk Food, Decision-Making
20 Jan 2017
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We must appreciate persuasion by understanding the processes by which persuasive messages affect attitudes. It tells us when people should be particularly likely to elaborate on persuasion. Two routes to persuasion: central and peripheral: peripheral. Looks, endorsement, credibility of speaker: central. Thinking a lot: need for cognition: you like to think. The likelihood of elaborating (thinking carefully) depends on our motivation and ability so: low motivation, low ability > peripheral, high motivation, high ability > central. Attitudes that route through central = long lasting/persistent. Does not tell us what type of message is best when someone is high involvement, high elaboration: (e. g. when they will take central route, we don"t know how to frame the message) Strength: tells us about how persuasive messages are/not more likely to change attitudes. Trey to get people to go central route when something relevant to them: use cogent appeals. Humans are still subjective: biases and irrational thoughts still exist in central route.
