PSYC 241 Chapter Notes - Chapter 5: The Peripheral, Influence Of Mass Media, Generation Gap

• School: Queen's University
• Department: Psychology
• Course: PSYC 241
• Professor: Tara Mac Donald

Document Summary

Persuasion: the pro(cid:272)ess (cid:271)(cid:455) (cid:449)hi(cid:272)h a (cid:373)essage i(cid:374)du(cid:272)es (cid:272)ha(cid:374)ge i(cid:374) (cid:271)elief"s, attitudes or (cid:271)eha(cid:448)iours. To elicit an action a persuasive message must clear several hurdles. Not so (cid:272)ru(cid:272)ial to re(cid:373)e(cid:373)(cid:271)er the (cid:373)essage itself as re(cid:373)e(cid:373)(cid:271)eri(cid:374)g o(cid:374)e"s o(cid:449)(cid:374) thoughts i(cid:374) response. Persuasion is likely to occur via two routes. When people are motivated and able to think systematically about an issue, they are likely to take the central route to persuasion-focusing on the arguments. If arguments are strong and compelling, persuasion is likely. Sometimes were not motivated enough to think carefully. Peripheral route to persuasion: occurs when people are influenced by incidental cues su(cid:272)h as speaker"s attra(cid:272)ti(cid:448)e(cid:374)ess: fo(cid:272)usi(cid:374)g o(cid:374) (cid:272)ues that trigger a(cid:272)(cid:272)epta(cid:374)(cid:272)e (cid:449)ithout (cid:373)u(cid:272)h thinking. In these situations, understood familiar statements are more persuasive than novel statements with the same meaning. Much of consumer behaviour, such as spontaneous decision, is made unthinking. Ads for products often use visual peripheral cues.