PSYC 2120 Chapter Notes - Chapter 8: Physical Attractiveness, Operant Conditioning, Theory Of Planned Behavior

• School: York University
• Department: Psychology
• Course: PSYC 2120
• Professor: Ward Struthers

Document Summary

8: persuasion, attitudes, and behaviour: persuasion: intentional effort to change other people"s attitudes in order to change their behaviour, attitude: evaluation of a stimulus; can range from positive to negative. Elaboration likelihood model: central + peripheral routes to persuasion pg. 8: persuasion, attitudes, and behaviour: audience: person or group receiving the message. Communicator credibility: source credibility: degree to which the audience perceives a message"s source as expert and trustworthy. If an argument was weak but the person remembers it came from a credible source, they are more likely to be persuaded by that argument. Communicator attractiveness: communicators gain attractiveness by presenting an attractive appearance. Influenced by: comprehensibility- logical arguments are more convincing than jumbled ones, length of message. If central route is used- a few, highly convincing arguments is better than many arguments of varying quality. If peripheral route is used- longer messages are more persuasive because people think more reasons= valid point.