PSYC 2120 Chapter Notes - Chapter 7: Collectivism

• School: York University
• Department: Psychology
• Course: PSYC 2120
• Professor: Ward Struthers

Document Summary

Persuasion: communication that is designed to influence a person"s attitudes + behaviour. Faster speech gives you less time to think about content, more easily persuaded. Elaboration likelihood model (elm): a model describing two distinct routes (central and peripheral) that are used to process persuasive messages. Central/systematic route processing: type of processing of persuasive messages that occurs when people have the ability and motivation to carefully evaluate the arguments in a persuasive message. Peripheral/heuristic route: type of processing of persuasive messages that occurs when people lack the ability and motivation to carefully evaluate a persuasive message, and therefore are influenced only by superficial cues. Peripheral cues: cues that are associated with the context of a message rather than the context. These cues include length of the message, the source of the message, and the speed at which the message is delivered. May not have motivation to focus, then rely on peripheral cues. Both effective, central more effective for long-term effect.