Social Psychology Chapter 7

Social Psychology Chapter 7 - Persuasion Persuasion: the...

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Persuasion Persuasion: the process by which a message induces changes in beliefs, attitudes, or behaviours Central route to persuasion: occurs when interested people focus on the arguments and respond with favourable thoughts (more thoughtful and effective) Peripheral route to persuasion: occurs when people are influenced by incidental cues, such as a speaker’s attractiveness (heuristics) (snap judgments) Example: propaganda Pay attention to the message-Comprehend it-Believe it-Remember it-Behave accordingly-Action Beauty as a means to persuade Persuasion- when people respond with favourable thoughts Credibility: believability. A credible communicator is perceived as both expert and trustworthy Sleeper effect: a delayed impact of a message; occurs when we remember the message but forget a reason for discounting it Attractiveness and liking Attractiveness: having qualities that appeal to an audience. An appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective
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This note was uploaded on 12/16/2008 for the course PSYC 215 taught by Professor Michaelsullivan during the Spring '08 term at McGill.

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Social Psychology Chapter 7 - Persuasion Persuasion: the...

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