PSY220H5 Lecture Notes - Lecture 5: Influence Of Mass Media, Aspirin, Aisle
Document Summary
In study after study, most people agree that the mass media influence attitudes. However, it is other people"s attitudes who are influenced, not their: central route persuasion vs. Peripheral route persuasion own. (duck et al. , 1995) Advertising works: half of all supermarket buys are impulse items, brand name pharmaceuticals vastly outsell the unadvertised brands. 62% of all shoppers at a discount store buy at least one unplanned item (aspirin: no name products are brand name products sold with a different label - much cheaper but purchased much less. Persuasion: the messenger (the communicator, the message (content, the medium (channel of communication, the audience. Perceived expertise and perceived trustworthiness: attractiveness. Physical appearance and similarity: the medium, active vs. Passive: personal influence vs. media influence, the audience, analytical vs. Image conscious: age, group effects, classical conditioning, messages are more persuasive when paired with good feelings.
