PSYCH 360 Lecture Notes - Lecture 7: Physical Attractiveness, Eye Contact, The Beauty Myth
20 Apr 2016
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Document Summary
Process by which a message includes a change in beliefs, attitudes, or behaviors. Central route: occurs when interested people focus on the arguments and respond with favorable thoughts. Peripheral route: occurs when people are influenced by incidental cues, such as a speaker"s, focuses on cues that trigger automatic acceptance without much thinking attractiveness. Different paths for different purposes: peripheral route. Superficial and temporary attitude change: central route. More durable and more likely to influence behavior: delayed impact of a message that occurs when an initially discounted message becomes effective, as we remember the message but forget the reason for discounting it. Depends on the communicator"s credibility: one-sided versus two-sided appeals. Depends on whether the audience already agrees with the message: primacy versus recency. Other things being equal, information presented first usually has the most influence. Information presented last sometimes has the most influence. Recency effects are less common that primacy effect.
