SOP 3004 Lecture Notes - Physical Attractiveness, Photocopier, Laugh Track
Document Summary
Many decisions are made without careful thought. We are often persuaded by unimportant variables: photocopier study. Peripheral route: occurs when people rely on simple cues present in a situation (e. g. , source credibility, attractiveness, humor) There are three things that affect how we are persuaded: the audience, the source of the message, and the message itself. The more involved the audience is, and the more relevant the information is to the audience, the more likely they are to use the central route. People high in need of cognition enjoy thinking and analyzing; they tend to use the central route. The speaker: credibility: 2 components: expertise and trustworthiness. Speakers who are perceived as knowledgeable and trustworthy are more persuasive. Sleeper effect: a delayed increase in the persuasive impact of a noncredible source: attractiveness: 2 components: similarity and physical appeal. Commercials tend to use physically attractive celebrities to endorse products.
