PSYCH253 Lecture Notes - Lecture 9: Firestone Tire And Rubber Company, Physical Attractiveness
11 Oct 2018
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Similarity works just as well as physical attractiveness. Similarity (even with peripheral cues) makes people more attractive. Similarity is a good example of heuristic processing. Divide the message into processing though the central and peripheral routes. Aspects of the message that affect processing through the central. Discrepancy: if you are making good arguments, you can have a big discrepancy, ex) firestone tires bad publicity from tires blowing up. Make good arguments that the tires are actually the best out there. Discrepancy and argument strength: initially agreeing with the argument makes it less discrepant than when disagreeing with it, ex) ohio state study. Tells first year students, that to get degree they have to pass a three-day comprehensive exam. High involvement: when told them that they are the first class to take this exam. Low involvement: when told them the exam will be held ten years from now.
