PSYC 2310 Chapter Notes - Chapter 7: Richard Petty, Shampoo, Attitude Change
18 Dec 2016
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Persuasion communications that are designed to influence people"s attitudes and behaviour. Hec montreal examined how voice and gender influence credibility in a banking telemarketing context. Voice characteristics significantly affected attitudes toward an advertisement. Factors that influence the type of processing used. The route that is most effective in leading persuasion. Elaboration likelihood model (elm) of persuasion argues that people focus on different aspects of a persuasive message based on their involvement in the message content. A type of processing of persuasive messages that occurs when people have the ability and motivation to carefully evaluate the arguments in a persuasive message is called central or systematic route processing. Peripheral or heuristic route processing is a type of processing of persuasive messages that occurs when people lack the ability and motivation to carefully evaluate a persuasive message, and therefore are influenced only by superficial cues. Two distinct factors: ability to focus, motivation to focus.
