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Lecture 4 PSY220 Attitudes & Persuasion (2013) white for PDF

And i didnt see them for like 3 months i recently

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Unformatted text preview: the strength and quality of the argument Peripheral route: you respond to irrelevant cues of message without giving it much thought Peripheral Cues •  PresJgious speakers can be trusted. •  What is beauJful is good. •  If I feel good, I must like it and agree with it. •  Arguments that “sound” good are stronger. Elabora8on Likelihood Model •  We can’t evaluate all messages (cogniJve misers) •  Two factors influence whether we elaborate on a message: 1.  Mo8va8on: Is there a reason for me to pay adenJon to this message? 2.  Ability: Am I able to evaluate this message? Elabora8on Likelihood Model - Personally relevant - Knowledgeable in domain - Personally responsible Central Quality of argument - Not personally relevant - Distracted or 8red - Message incomplete or hard to understand Mo8va8on/ability - Source Peripheral airac8veness - Number and length of arguments Process Cues Which Route Should You Use? •  It depends! •  If moJvaJon and ability are low, go the peripheral route. •  If moJvaJon and ability are high, go the central route –  Longer lasJng a1tude change Who says what to whom? Source Message Receiver Source Characteris8cs A1rac2veness Source Characteris8cs Trustworthiness Joe “The Should...
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