PSYCH253 Lecture Notes - Lecture 4: Observational Learning, Motivation, Amygdala

• School: University of Waterloo
• Department: Psychology
• Course: PSYCH253
• Professor: Alexander Tran

Document Summary

Persuasion: the process by which a message induces change in beliefs, attitudes, or behaviours. Best way to convince someone that something is good is to associate it with something positive. Central route to persuasion: occurs when interested people focus on the arguments and respond with favourable thoughts (interested audience & attitudes are more accssible) Peripheral route persuasion: occurs when people are influenced by incidental cues such as speakers attractiveness (disinterested audience& attitudes are less accessible) The communicator : who is saying something affects how the audience receives it: credibility : believability. A credible communicator is perceived as both an expert and trustworthy a. i. a. ii. Perceived trustworthiness: attractiveness: having qualities that appeal to an audience. An appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective preferences. Message 1 + message 2 ----time---- = message 1 accepted. Message 1 ------time------- message 2 = 2 message 2 accepted.