PSYC 1010 Chapter 5: Chapter 5

• School: York University
• Department: Psychology
• Course: PSYC 1010
• Professor: Rui Zhang

Document Summary

Persuasion is neither inherently good or inherently bad. People can try to change someone"s mind with good arguments or without having them think about the subject at all. Associaing something with something posiive can make it seem good. A message also has to be clear and convincing. Persuasion is likely to occur via two routes: the central route, focusing on the arguments, Belief: the peripheral route, focusing on cues that trigger acceptance without much thinking. Don"t put all your eggs in one basket . Adverisers use this informaion to convince consumers to buy their products. Central route persuasion can lead to more change than peripheral route persuasion: when people think deeply, any changed aitude is likely to persist. Changing aitudes as well as behaviour requires people to acively process and rehearse their own convicions. We oten take the peripheral route: oten make decisions based on heurisics. Who is saying something afects how the audience receives it.