PSY220H5 Final: Midterm/exam review part 2.docx
Document Summary
In study after study, most people agree that the mass media influence attitudes. However, it is other people"s attitudes who are influenced, not their own. agree with persuasion=education, disagree with it = propaganda. convince ppl that smt is good when it is associated to smt (+) Central route persuasion: occurs when interested ppl focus on the arguments and respond w/ favorable thought. audience: analytical/ involved. processing: high effort, agree to counter-argue. persuasion: cogent arguments evoke enduring agreement. Peripheral route persuasion: occurs when ppl are influenced by incidental cues such as attractiveness audience: not analytical/ involved. processing: low effort, rule of thumb heuristics. persuasion: cues trigger liking and acceptance but often temporarily. The messenger (the communicator: credibility - perceived expertise and perceived trustworthiness, attractiveness- physical appearance and similarity. An expert source is particularly likely to increase persuasion when a communication is ambiguous. Sources are considered less trustworthy if they seem to have a vested interest in persuading people.
