PSYC 2310 Chapter Notes - Chapter 7: Tupperware Brands, Tupperware, Attitude Change
19 Jul 2017
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Participants who heard weak arguments at a normal rate of speech were less. Participants who heard weak arguments at a fast rate were just as persuaded as those who heard strong arguments at a normal or fast rate. Faster delivery is more persuading because it gives you less time to think about the content of the message. Examined how voice and gender influence credibility in banking telemarketing context. Found a voice more credible if it spoke with moderate intensity and at a fast speech rate. Elaborate likelihood model (elm) argues that people focus on different aspects of a persuasive message, based on their involvement in the message context. 2 distinct factors that influence which route of persuasion you use your ability to focus and your motivation to focus. If you are distracted = limited ability to focus. Difficult to concentrate on central message so you rely on peripheral cues. People process information much later after they receive it.
