Lecture 16 (November 6th, 2012)

Me they had this list of dirty words

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Unformatted text preview: attitudes through the transmission of a message. Whenever we are talking about persuasion, we must think of three things: • • • We have the source of our persuasive message, We have the content of the message, We have the receiver of the message. There are different variables associated with the key characteristics of this persuasive message. The Elaboration Likelihood Model: Two Routes to Persuasion The ELM is one of the most important theories of persuasion. There are two different processes that people can go through to be persuaded by a message or not. First, there is the default group, which is the peripheral route: When people attend to relatively simple, superficial cues related to the communication, such as the length of the message or the attractiveness of the source. • • For example, the notion that experts always correct. Most persuasive are those who are both credible and attractive. We aren't thinking carefully about the content of this message. We just look for a cue and a mental shortcut to see if we want to cue our attitudes. The Central Route is another route: When people think carefully about the content of the communication, including the quality of the arguments and the evidence provided. • Persuasion depends on the type of thoughts generated. There are many cues in the routes of persuasion: • • • • • • Reaction of others, Attractiveness of source, Perceived expertise of source, The music that is playing in the background, Familiarity of the message, Length of the message Persuasive communication asks whether the person is motivated to process information. If they are motivated, then do they have the ability to process information? If it is no to either one of these, they take the peripheral route, and if there is a peripheral cue, their attitudes changes, and if there isn’t, then their attitude won’t change. If they are motivated and they are able to process the message, they will take the central route which depends on the cognitive elaboration of the individual. If they are having favorable thoughts, we could get positive attitude changes, but if they get mixed or neutral thoughts, then we may shift to the peripheral route again. Impression Formation: Attributions Forming attitud...
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This note was uploaded on 09/26/2013 for the course PSY 100 taught by Professor Urbszat during the Fall '08 term at University of Toronto.

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