PSYC 2310 Chapter Notes - Chapter 7: Consumer Reports, Personal Message

• 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 speech is more amenable to peripheral than central processing: gives the audience less time to think about the message. Voice characteristics significantly affect attitudes towards advertising: more credible if spoken with intensity, no market voice and a fast speech rate. Elaborate likelihood model (elm): a model describing two distinct routes (central and peripheral) that are used to process messages: when people think carefully about message they"re influenced by strong arguments using central route. Central/systematic route: a type of processing of messages that occurs when people have the ability to motivation to process messages: buying a car reading consumer reports. Peripheral/heuristic route: processing of message that occurs when people lack the ability and motivation to evaluate the message. Ability to focus: if you"re distracted, you can"t focus on a central message, so you rely on peripheral cues.