PSYC 241 Chapter Notes - Chapter 5: Wear Sunscreen, Eye Contact, Generation Gap

• School: Queen's University
• Department: Psychology
• Course: PSYC 241
• Professor: Tara Mac Donald

Document Summary

The process by which a message induces change in beliefs, attitudes, or behaviours. Central route: happens when we are motivated and able to think about an issue, we focus on the arguments, often swiftly changes explicit attitudes, can lead to more enduring change. Peripheral route: happens when we are distracted or uninvolved, we fo(cid:272)us o(cid:374) (cid:272)ues that do(cid:374)"t (cid:396)e(cid:395)ui(cid:396)e thi(cid:374)ki(cid:374)g, often slowly builds implicit attitudes. A message needs to be understandable, convincing, memorable, and compelling in order to be persuasive. The communicator: who is saying something affects how an audience receives it, credibility. Is higher if the audie(cid:374)(cid:272)e thi(cid:374)ks (cid:455)ou"(cid:396)e (cid:374)ot t(cid:396)(cid:455)i(cid:374)g to pe(cid:396)suade the(cid:373) Is higher if someone argues against their self-interest. Saying things the audience agrees with makes you seem smart. Delayed impact of a message that occurs when we remember the message, but forget why we dismissed it: attractiveness and liking. Someone who is physically attractive or similar to us is more appealing.