PS270 Study Guide - Midterm Guide: Peer Pressure, Group Dynamics, New Religious Movement
Document Summary
Midterm review- chapter 5 - persuasion10/31/2012 7:53:00 pm. The peripheral route: occurs when people are influenced by incidental cues, such as a speaker"s attractiveness, focusing on cues that trigger acceptance without much thinking, visual images as peripheral cues. Different routes for different purposes: central route processing can lead to more enduring change than does the peripheral route. When people are thinking carefully and mentally elaborating on issues, they rely not just on the strength of persuasive appeals but on their own thoughts in response as well. Think deeply -> attitude change, resist attack, and influence behaviour: persuasion via the peripheral route. Often produces superficial and temporary attitude change. Changing attitudes is easier than changing behaviour. The communicator heuristics often only temp: who is saying something affects how an audience receives it, credibility believability. A credible communicator is perceived as both expert and trustworthy. A doctor rather than a random person.
