PSY220H1 Chapter Notes - Chapter 5: Influence Of Mass Media, Generation Gap, Peer Pressure
Document Summary
Persuasion: process by which a message induces change in beliefs, attitudes or behaviours. Persuasion is likely to occur in two routes: Central route: occurs when interested people focus on the arguments and respond with favourable thoughts. Peripheral route: o(cid:272)(cid:272)urs (cid:449)he(cid:374) people are i(cid:374)flue(cid:374)(cid:272)ed (cid:271)y i(cid:374)(cid:272)ide(cid:374)tal (cid:272)ues, su(cid:272)h as speaker"s argu(cid:373)e(cid:374)ts (cid:894)(cid:374)ot (cid:374)oti(cid:272)i(cid:374)g arguments) Central route processing often swiftly changes explicit attitudes; peripheral route processing more slowly builds implicit attitudes, through repeated associations between an attitude object and an emotion. When people think deeply rather than superficially, any changed attitude will more likely persist and influence behaviour (central) The communicator not just the message but also who says the message that matters whether someone will be persuaded. Credibility a credible communicator is perceived as both expert and trustworthy. Sleeper effect: delayed impact of a message; occurs when we remember the message but forget reason for discounting it.
