PSYC 215 Chapter 8: Chapter 8 - Persuasion

• School: McGill University
• Department: Psychology
• Course: PSYC 215
• Professor: John Lydon

Document Summary

Paths which lead to persuasion: carl hovland - hurdles (can be accomplished through different routes): Pay attention -> comprehension -> believe it -> remember it -> behave accordingly -> action: the central route: focus on the argument. Message more likely to stick: the peripheral route: focus on incidental or subconscious cues. More effective for activating the inattentive viewer. Quick judgments used such as trust friends and experts . Creditable (expert) sources might have more instantaneous impact, but may fade over time. Less creditable sources may increase in effectiveness while reason for discounting message is lost (sleeper effect) Perceived expertise: creditability increased when communicator sounds knowledgeable on topic. Perceived trustworthiness: creditability increased when communicator seems straightforward, sincere (even arguing against self interest). Attractiveness: more persuaded by people we see as beautiful. Similarity: we are persuaded by people we see as like-minded. Someone who is well educated, with attitudes based in analysis, will be more swayed by reason.