PSYC 2310 Chapter Notes - Chapter 7: Shampoo, Prosocial Behavior, Elaboration Likelihood Model
10 Feb 2015
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Persuasion: communication that"s designed to influence peoples attitudes/behavior. Participants who heard weak arguments at a normal rate of speech were least persuaded. Participants who heard weak arguments at a fast rate were just as persuaded as those who heard strong arguments at either a normal or fast rate. Faster delivery of persuasion messages is more amenable to peripheral than central processing as it gives the audience less time to think about content of message. Because your thinking about buying a car, you read the latest issue of. Consumer reports and then test drive lots of cars, evaluate the different features: peripheral or heuristic route: when people don"t think carefully about a message and are influenced by superficial characteristic, eg. Seeing a hot guy drive an expensive car, you might make your decision based on these superficial characteristics. If you are distracted, it is difficult to concentrate on central messages that require greater processing: may rely on peripheral cues, eg.
