PSYCH253 Lecture Notes - Classical Conditioning, Self-Perception Theory, Social Proof
16 Apr 2013
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When do we elaborate upon a message: elaboration: etent to which a person thinks about issue relevant arguments contained in a message. Attempt to access relevant info from memory. Scrutinize message"s claims in light of recalled info. Derive overall evaluation/ attitude toward the claims: we have high elm. High effort, elaborate, agree or counter- argue. Arriving to what you"re hearing and what you already know. Counter arguing: we have low elm. Low effort, use peripheral cues, rule of thumb heuristics (shortcuts) Cues trigger liking and acceptance but often only temporarily. Central route: careful scrutiny of persuasive message. Peripheral route: not doing a whole lot of cognitive thinking, looking for cues whether to believe message or not. After 6 weeks they were asked if they believe whether they believe the content of the argument. People who were told that it was discredited but they still are somewhat persuaded, there is no increase in belief.
