JMC 1100 Chapter Notes - Chapter 8: Social Proof, Reproductive Health, Interpersonal Communication
8 Dec 2017
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Doesn"t occur unless someone has made a deliberate attempt to change; involves a transaction between a source and receiver. Involves a change in attitude, in behavior, and persistent change. 2 main routes by which people are persuaded: central route to persuasion and peripheral route. central route to persuasion. Highly rational/cognitive, people scrutinize message and can come up with counterarguments. This is likely if people know the message they will hear is counter-attitudinal (opposite of what they think). Less careful scrutiny; cues in message lead people to accept the persuasive proposition with little cognitive thought or scrutiny; occurs when people are persuaded by movies designed to entertain. The more important an issue is for a person, the less likely persuasion is to occur through this route. If the products play a major role in the plot and are part of the landscape of the story - viewers are likely to process the brands and be able to recall them when asked.
