PS268 Study Guide - Christmas Card, Subliminal Stimuli, Public Service Announcement

33 views13 pages
School
Department
Course

Document Summary

Two routes- processing more likely to occur when: Central route: maintain over time, more resistant to counter-persuasion strong attitude predictive of behaviour peripheral route taken when, weak attitude susceptible to counter-arguments not predictive of behaviour. Steps involved in processing messages via the central route: Pay attention understand believe remember behave accordingly, take action. Processing the peripheral route reliance on heuristics incidental cues (ex. Self-persuasion uses central route inducing hypocrisy (create cognitive dissonance) through mindfulness (ex. The communicator: credibility (perceived expertise, perceived trustworthy, attractiveness and liking (voice overs are usually males voices) The message content: cultural attitudes, reason vs. emotion. (*know this use enough fear to interest the person but not too much fear and must add what to do to avoid it) The channel (more peripheral: fluency, repetition, active vs passive (asking questions maybe engage audience, personal vs media (we are more influenced by our personal friends and family, much more than media) Audience: age, what are they thinking.