PS270 Chapter Notes - Chapter 5: Influence Of Mass Media, Peer Pressure, Generation Gap
Document Summary
Chapter 5 persuasion: use good arguments by convincing the person to really think about the issues. Associate with something positive they can try to change people"s minds without having them think about the issue at all. Central route to persuasion: occurs when interested people focus on the arguments and respond with favourable thoughts. Peripheral route to persuasion: occurs when people are influenced by incidental cues, such as speaker"s attractiveness. An appealing communicator (someone similar to the audience) is most persuasive on matters of subjective preference. Effect of arousing fear (i. e. propaganda: discrepency. Primacy (other things being equal, info presented first usually has the most influence) vs. recency (information presented last sometimes has the most influence. Recency effects are less common than primacy effects) The channel of communication (the way the message is delivered whether face to face, writing, film, or in some other way: active experience or passive reception, personal vs. media influence.
