PSYCH253 Lecture 9: Persuasion (2)
11 Oct 2018
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Document Summary
Important to find right person to deliver message. When processing through the central route, the arguments are most important. Actual communicators themselves do not matter that much; how good the argument is, is much more important. Who says it is less important than what they say . When processing through the peripheral route, the communicator is important. If processing through the central route, we should pay attention to the expertise of the communicator. But credibility usually goes through the peripheral route. Example 1: had people read a couple of very bad poems and then made them read a review of that poet, either by agnes stearns from a small local paper (not famous), or by t. s. Eliot more than agnes stearns in judging poetry. Similar results can be obtained in studies dealing with the peripheral route. We are persuaded by people who know nothing about a subject, but whom we trust. Ex) mom telling you try something, friends recommend something.
