PSYB10H3 Chapter Notes - Chapter 8: Truism, Experimental Literature, Metacognition
Document Summary
There are plenty of barriers to modifying attitudes and behaviors. The literature on persuasion suggests that there is no simple, one-solution-fits-all means of persuasion. According to this model, the central route to persuasion (known as the systemic route in hsm) occurs when people think carefully and deliberately about the content of a persuasive message. They attend to the logic and the strength of the arguments and evidence contained in the messages. Through the peripheral route (the heuristic route in hsm), people primarily attend to peripheral aspects of a message - relatively superficial, easy-to-process features of a persuasive communication that are tangential to persuasive information. The two models converge with respect to the core idea that people sometimes perceive persuasive messages rather mindlessly and effortlessly, and sometimes very deeply and attentively. This dual processing is analogous to controlled and automatic processing.
