PS270 Lecture 5: Chapter 5
Document Summary
Persuasion: the process by which a message induces change in beliefs, attitudes or behaviours. The bad= propaganda the good we call education. Theorised that persuasion is likely to occur via one or two routes. Developed by richard petty and john cacioppo. When we are motivated and able to think systematically about an issue we are likely to take the central route. Central route to persuasion: occurs when interested people focus on the arguments and respond with favourable thoughts. If you are distracted, uninvolved or just busy, we may not take time to reflect on the messages content, rather than focusing on the arguments and their compelling degree we might opt to take the peripheral route. Peripheral route to persuasion: occurs when people are influenced by incidental cues such as a speakers attractiveness. Regardless the route the main goal is behaviour change. A credible communicator is perceived as both expert.
