PSYC 2310 Chapter Notes - Chapter 7: Robert Cialdini, Toothpaste, Consumer Reports

• School: University of Guelph
• Department: Psychology
• Course: PSYC 2310
• Professor: Saba Safdar

Document Summary

Persuasion: communication that is designed to influence a person"s attitudes and behaviour. Fast delivery of a speech is more amenable to peripheral than central processing as it gives the audience less time to think about the content of the message. Voice characteristics significantly affected attitudes towards an advertisement: more credible if it spoke with moderate intensity, no market voice intonation and at a fast speech rate. Elaboration likelihood model (elm): a model describing two distinct routes (central and peripheral) that are used to process persuasive messages. When people think carefully about a message and are influenced by the strength of the arguments, they"re using the central/systematic route. Central/systematic route processing: a type of processing of persuasive messages that occurs when people have the ability and motivation to carefully evaluate the arguments in a persuasive message. Buying a car reading consumer reports magazine and test driving many cars.