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

And i didnt see them for like 3 months i recently

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

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...
View Full Document

Ask a homework question - tutors are online