COM 1000 Lecture Notes - Lecture 2: Elaboration Likelihood Model, Pathos, Subjective Constancy
Document Summary
Ethos credibility (citing, being confident and trustworthy) Channel how the message is being communicated. Environment where the people are hearing the message. There are two routes to persuasion: central (message, peripheral (outside the message) Why should one strive to increase central route processing: because when persuasion is done through the central route it is more lasting and resistant to counter-persuasion. How do you get to the central route: motivation. The process of becoming aware of objects and events from the senses. Active perception: our minds select, organize, and interpret what we sense. Subjective perception: our minds construct unique meanings to sensed stimuli. What occurs in perception: three distinct activities: Differences in perception: physiological factors, past experiences and roles, culture and co-culture, present feelings and circumstances. Perceptual constancy: past experiences lead you to see the world in a way that is difficult to change. Role: an individual"s function or expected behavior.