PSYB10H3 Chapter Notes - Chapter 8: Subliminal Stimuli, Metacognition
Document Summary
The elaboration-likelihood model and heuristic-systematic model describe two ways of processing persuasive messages. The three elements of persuasion are characteristics of the message"s source, the con- tent of the message itself, and the intended audience. In general, attractive, credible, and con dent sources are effective at persuasion. Messages containing strong (versus weak) arguments will be more persuasive, especially through the central (or systematic) route of attitude change. Messages with vivid or fear-inducing content can also be quite persuasive, as can messages that are framed in ways that are culturally relevant. Metacognitions the thoughts people have about their own thinking can in uence responses to a persuasive appeal. The con dence people have in the validity of their thoughts is a primary example of a metacognition. Most people believe the media are quite effective in in uencing public opinion (at least other people"s opinions). But media persuasion effects are weaker than might be expected.
