PSY 005 Lecture Notes - Lecture 26: If You Say So, Soft Sell, Psy

• School: College of The Sequoias
• Department: Psychology (PSY)
• Course: PSY 005
• Professor: Fulmer

Document Summary

Heuristic persuasion: attitude change resulting from cues that indicate that the position advocated in a message is valid. Source characteristics can serve as heuristic cues that lead people to agree with a message. People may agree with a message based simply on the credibility of the source rather than on the strength of the arguments. Experiment: participants in the low relevance conditions were more favorable toward comprehensive exams when the message came from the carnegie commission on higher. Education than when it came from a local high school class. What mattered was whether the source was credible or not. People are more likely to agree with attractive people, likeable people, and famous people. Soft sell: an advertising strategy that relies on the use of images, emotions, symbols, or values to promote a product. Humorous ads, sentimental ads, cheerful or lively music to elicit good moods, beer ads, car ads, clothing ads.