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Unformatted text preview: (1) Motive for communication (a) Is the motive obvious? c) Dual Process Model d) Routes to persuasion i) Central Route (1) People elaborate on central merits of attitude object (a) Primary qualities that make the object valuable or desirable (i) Listen and analyze carefully (b) Central Merits can be in the message and the source of the message (i) Depends on the situation 1. Appyling to grad school V. selling beauty products ii) Peripheral Route (1) Mostly focused on physical attributes (a) Very shallow, not focused on the actual attributes of the thing, but more on the physical attractiveness of it (i) TV advertisements (ii) Not about quality but quantity e) Motivation i) Factors influencing...
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This note was uploaded on 06/09/2011 for the course PSYCHOLOGY na taught by Professor Na during the Spring '11 term at University of Texas at Austin.
- Spring '11
- Social Psychology