COMM. 404

• A combination of certain factors may influence someone to engage in effortful
• thinking about a subject.

• 1. The Central Route
• 2. The Peripheral Route

Issue-relevant thinking

Focues on cues that are not directly related to the message.

A person processes a persuasive message via both routes simultantiously.

•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

•“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

• “You’re my kind.”  (Sometimes called the
• reference group.)

People united by attitudes, activities, ideas, etc.

Comparing to others may lead to conformity.

It may uncomfortable to disagree with a group that you find attractive.

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.

Everyone is doing it.

The tendency to “get lost in the crowd.”