PSYCH253 Lecture Notes - Jim Carrey, Hot Tub, Physical Attractiveness
16 Oct 2011
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What paths lead to persuasion: central vs. peripheral route of persuasion. People elaborate on a message: listen carefully, analyze content of message, motivation (e. g. , personal relevance of the topic does it matter to you, ability (e. g. , not tired) Weak arguments will backfire people will counter-argue. People do not elaborate : don"t pay close attention, don"t stop to analyze message. Instead are influenced by surface characteristics of message (peripheral cues) Associating the product with cool and attractive people: e. g. , beer advertisement. Hanh beer guy jumps into hot tub with girl: e. g. , smoking in movies. Ads are not allowed anymore, so smoking is advertised in movies. The mask jim carrey blew heart smoke rings and an arrow through it. Sometimes commercials use both central and peripheral routes: e. g. , video clip: mac vs. pc commercials. Attractiveness: physical attractiveness, similarity, subjective preference (e. g. , personal values, way of life, etc. ,) Central route: open to the argument, e. g. , video clip: michael j.
