PSYC 2310 Chapter Notes - Chapter 7-10: Suggestibility, Attitude Change, Solomon Asch
13 Apr 2015
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Persuasion- communication that is designed to influence a person"s attitudes or behaviours. Elaboration likelihood model (elm): people focus on different aspects of a persuasive message based on their involvement in the message content. Central/systematic route: used when people are thinking carefully. Peripheral/heuristic route: when people don"t think carefully about a communication message and are influenced by superficial characteristics. Factors that influence the type of processing used. Ability to focus and motivation to focus. If you"re distracted and therefore have a limited ability to focus, it is difficult to concentrate on central messages that require greater processing: in a study: students listened to a message regarding an increase in tuition. The students who were not distracted were only persuaded by the strong arguments, those who were distracted (by a difficult task) were equally persuaded by both the strong and weak arguments.
