Ch.1 & 2
Aristotle’s 3 Types of appeals: 1. Ethos (credibility)
2. Pathos (emotional appeal)
3. Logos (logic)
SMCRE Variables: Source, Message, Channel, Receiver(s), Environment
Elaboration Likelihood Model (ELM): There are 2 routes to persuasion:
1. Central (message)
2. Peripheral ( )
Why should one strive to increase central route processing?
How do you get to the central route? Motivation (personal relevance to receiver) and
What is Perception? The process of becoming aware of others around you.
Two types: Active (our minds select, organize, and interpret information) and
Subjective (your uniquely constructed meaning attributed to sensed stimuli).
Past experiences and roles
Culture and coculture
Present feelings and circumstances
Perceptual constancy—The idea your past experiences lead you to see the world in a
way that is difficult to change.