PSYC 215 Chapter Notes - Chapter 5: Generation Gap, Margaret Singer, New Religious Movement
11 Mar 2013
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Document Summary
Persuasion: the process by which a message induces change in beliefs, attitudes, or behaviours. Central route to persuasion: occurs when interested people focus on the arguments and respond with favourable thoughts. Peripheral route to persuasion: occurs when people are influenced by incidental cues, such as a speaker"s attractiveness. A credible communicator is perceived as both expert and trustworthy. Sleeper effect: a delayed impact of a message; occurs when we remember the message but forget a reason for discounting it. Attractiveness: having qualities that appeal to an audience. An appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective preference. Primacy effect: other things being equal, information presented first usually has the most influence. Recency effect: information presented last sometimes has the most influence. Recency effects are less common than primacy effects. Channel of communication: the way the message is delivered-whether face to face, in writing, on film, or in some other way.
