SOP-3004 Midterm: Ch. 7 Learning Objectives
Document Summary
Chapter 7 learning objectives: define the two different routes to persuasion, and explain the audience. Involves high effort, elaborate processing characteristics, type of processing, and persuasion effects associated with both routes. Central route to persuasion occurs when interested people focus on arguments and respond with favorable thoughts. Peripheral route to persuasion occurs when people are influenced by incidental cues, such as a speaker"s attractiveness. Low effort processing; using peripheral cues and heuristics. Persuasion cues trigger liking and acceptance (flashy, likable people / info. ) Not long-lasting information: describe the characteristics of a communicator that make them more or less persuasive. A persuasive message from a credible source may fade as its source is forgotten. The persuasion of a message given by a non-credible person may increase over time if the message becomes effective and the non-credibility of the source is forgotten (this is called the sleeper effect)
