A combination of certain factors may influence someone to engage in effortful
thinking about a subject.
Two Paths to Persuation
1. The Central Route
2. The Peripheral Route
The Central Route
Issue-relevant thinking
The Periphal Route
Focues on cues that are not directly related to the message.
Parellel Route
A person processes a persuasive message via both routes simultantiously.
The Central Route
•When there is a great deal of issue-related thinking
•Takes considerable effort
•Attitude changes via this route are likely to be deeper and longer-lasting
The Peripheral Route
•“Easy” because there is not much thinking about the issue
•Simple cues (sometimes nonverbal) activate three principles: (1) we agree with those we like, (2) we believe those who seem to have credibility, and (3) we agree
with positions that a lot of people support
Identification Theory
“You’re my kind.” (Sometimes called the
reference group.)
People united by attitudes, activities, ideas, etc.
Social Comparison Theory
Comparing to others may lead to conformity.
Consistency or Balance Theory
It may uncomfortable to disagree with a group that you find attractive.
Epistemology Theory
We gain knowledge two ways:
(1) personal experience and
(2) observation of others.
Whether we conform or not depends on how much weight is given to one or the other.