PSYC 221 Lecture Notes - Lecture 5: Heritability, Motivated Reasoning

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

Document Summary

Define central route to persuasion and give an example: focus on the arguments and logic, influenced by deep cues. Ex: i want hillary clinton to be president because she supports expanding family medical care. Or i do(cid:374)"t (cid:449)a(cid:374)t hillary cli(cid:374)to(cid:374) to (cid:271)e preside(cid:374)t (cid:271)e(cid:272)ause she supports i(cid:374)(cid:272)reasi(cid:374)g 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 want hillary clinton to be president because she seems nice and is a grandma. When is peripheral route most effective: i(cid:374)di(cid:448)idual is goi(cid:374)g to (cid:373)ake a (cid:862)s(cid:374)ap judge(cid:373)e(cid:374)t(cid:863) (cid:894)(cid:272)a(cid:374)dy at the register(cid:895, when the action wanted is a one-time decision, when you want to build a positive implicit association overtime. When is central route most effective: individual has time to think about the decision, you want the change to be in explicit attitudes, you want enduring change.