PSYCH 104 Lecture Notes - Lecture 20: Product Placement, Psych, Subliminal Stimuli
Document Summary
When motivation and ability are high people re ect on the merits of the argument: systematic processing (hsm - heuristic systematic model, central route (elm - elaborative likelihood model) When motivation and ability are low people use mental shortcuts and surface characteristics: heuristic processing (hsm, peripheral route (elm) Sometimes persuasive messages will try to induce attitude change by arousing fear. Too much fear is not ideal (and can cause people to label the whole argument as ridiculous, and cause the persuasion to fail) Most effective when speci c recommendations to enable change are included in the message. Most people think that advertising works on everyone but themselves. Advertising tends to work on most people: when a product is advertised, sales tend to increase. However, the impact of advertising is generally small. It"s hard to make someone buy something they hate. The type of ad that works best depends on the basis of the attitude.
