PSY220H5 Chapter Notes - Chapter 5: The Peripheral, Media Studies, Peer Pressure
Document Summary
Persuasion: the process by which changes in belief, attitudes or behaviours are induced by a message. Good education factually based and less coercive. However in general, education when we believe it and propaganda when we don"t. A persuasive message must clear several hurdles before eliciting an action. Central route to persuasion: occurs when interested people focus on the arguments and respond with favourable thoughts weak arguments will lead the person to counter-argue. Peripheral route to persuasion: occurs when people are influenced by incidental cues (ex: speaker"s attractiveness) meaning. Central route processing can lead to longer lasting changes than peripheral route processing. Without much thinking, focusing on cues that trigger acceptance. Familiar statements are more persuasive than new statements that have the exact same. A changed attitude is more likely to last in those who think deeply rather than superficially. Who is saying something affects how an audience receives it. Credibility: believabilitya credible communicator is perceived as both expert and trustworthy.
