PSYC 221 Lecture Notes - Lecture 8: Motivated Reasoning, Heritability, Hillary Clinton

• School: University of Maryland
• Department: Psychology
• Course: PSYC 221
• Professor: Jennifer Wessel

Document Summary

Persuasion- the pro(cid:272)ess (cid:271)y whi(cid:272)h a (cid:373)essage i(cid:374)flue(cid:374)(cid:272)es o(cid:374)e"s (cid:271)eliefs, attitudes, a(cid:374)d/or behaviors. Define central route to persuasion and give an example: Focus on the arguments and logic; influenced by deep cues. Ex: i want hilary clinton to be prez because she supports expanding family medical leave. Ex: i do(cid:374)"t support hilary (cid:271)e(cid:272)ause she supports i(cid:374)(cid:272)reased gu(cid:374) (cid:272)o(cid:374)trol. Define peripheral route to persuasion and give an example: Focus on incidental information; influenced by superficial cues. Ex: i (cid:449)a(cid:374)t hilary to (cid:271)e prez (cid:271)e(cid:272)ause she"s a gra(cid:374)d(cid:373)other. Ex: i do(cid:374)"t (cid:449)a(cid:374)t hilary to (cid:271)e prez (cid:271)e(cid:272)ause she looks too i(cid:374)te(cid:374)se. When is peripheral route most effective: the i(cid:374)di(cid:448)idual is goi(cid:374)g to (cid:373)ake a (cid:862)s(cid:374)ap judg(cid:373)e(cid:374)t(cid:863, when the action wanted is a one-time decision, when you want to build positive implicit associations over time. When is central route most effective: the individual has time to think about the decision, you want the change to be in explicit attitudes, you want enduring change.