PSYC 2120 Chapter Notes - Chapter 5: Chosen Effect, Master Sergeant, Tim Hortons
31 Jan 2018
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Document Summary
Persuasion is a way to make someone believe in something. When its good we refer to it as education, when its bad its refered to as propoganda. Your can persuade someone by making a really good argument to change thier minds or you can change their minds without having them to think about the issue at all - just assoicate it with something positive. When people are motivated and able to think systematically, they are likely to take the central route to persuasion. Focusing on the arguments- arguments must be strong and compelling for persuasion. Ex: apple macbook launch ad uses central route by giving you info on the specifications, new design changes, software performance - based on strong facts to change your attitude and make you buy the product. This is a more passive way of persuasion that doesn"t require the person to think too hard or analyze the arguments. Focus on cues that trigger acceptance without much thinking.
