PSYC 320 Lecture Notes - Lecture 21: Physical Attractiveness, Fear

• School: American River College
• Department: Psychology
• Course: PSYC 320
• Professor: Mitchell

Document Summary

Central route: based on the strength of arguments. Peripheral route: person does not think carefully and is influenced by superficial cues. People who are smart or high in self-esteem are better able to learn a message but are less likely to accept its call for a change in attitude. Look at the messenger more than the message: if communicator has a good reputation, speaks well, or composes a good speech we assume their message is correct. We believe those who have a reputation for honesty. We assume a message is correct if it contains long arguments, numerous statistics, or impressive recommendations. Our own body movements can influence our attitudes. People coaxed into nodding or applauding are more likely to agree with arguments. Credibility has 2 factors: competence or expertise, trustworthiness. Messages: message discrepancy: how discrepant message is from an audience"s current position. Moderate levels of discrepancy produce the greatest persuasion.