PSYC 2310 Lecture Notes - Tony Burkley, Eye Contact, Deductive Reasoning

• School: University of Guelph
• Department: Psychology
• Course: PSYC 2310
• Professor: Saba Safdar

Document Summary

Persuasion= communication that is designed to influence a person s attitudes and behaviour. Controlled experiment- ad: provides context for addressing whether or not an effect is real and which theoretical account explains it. Participant observation- when researchers become an observer and participant of the situation and learn the dynamic of the setting. Smith & shaffer- asked participants to listen to a speech supposedly made by another student. Condition 1) speech had strong arguments, 2) didn t > weak arguments at normal speed lease persuaded. Elaboration likelihood model (elm)- petty & cacioppo: Central/systematic route= when people think carefully about communication message and are influenced by the strength of arguments. Peripheral/heuristic route= don t think carefully and are influenced by superficial characteristics. Factors that influence type of route used; High ability/motivation > central route and vice versa. Ability to focus: petty- found those who had no distraction were persuaded by strong messages but not by weak.