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10 Cards in this Set

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What are the two routes of persuasion?
Petty and Cacioppo >> ppl do not always process communications in the same way
Central Route
Peripheral route
What's the history of the central route?
must attend to, comprehend, and retain message in memory.
must be reception and acceptance of message.
elaboration >> important intermediate step
Peripheral Route
simple minded heuristics (message is correct if communicator has good rep, speaks fluently, writes well or if message has many arguements, stats, supporting experts
attitude irrelevant cues (body movement, physical attractiveness)
Elaboration Likelihood Model
Source Message >> Audience >> either high ability AND motivation or low ablity OR motivation >> high goes to central, low goes to peripheral >> both lead to persuasion
Source Variables
Credibility, expertise, trustworthiness
Likability, attractiveness, similarity
Sleeper Effect
When a message is communicated by an untrusted source, there will be little initial persuasion. However, over time, the soure of the message is forgotten and the message is more persuasive at a later point in time.
Message Variables
one- vs. two-sidedness, one-sided persuasive for ppl who know little about topic, two-sided is the opposite
order of arguments, we remember beginning and end 4,3,2,1,5
discrepancy from own attitude
Message Variables
Emotions, fear. mild-moderate fear motivates to take action, strong fear motivates to run away
Positive mood, motivates peripheral process. positive state >> cognitively distracting causing us to become lazy processors of info b/c we assume all is well. when we are happy we don't want to spoil the mood by thinking too critically
Audience variables
individual differences- need for cognition, self monitoring (high- social chameleon, low- disregard for social appropriateness)
forewarning- inoculation hypothesis (preparing counter arguements in advance), psychological reactance (reacting to push by pushing back, more peripheral)
Cognitive dissonance theory
we are motivated by a desire for cognitive consistency