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Factors that influence the effectiveness of persuasion in changing…
Factors that influence the effectiveness of persuasion in changing attitudes towards social behaviors
Source
Persuasive messages that come from credible sources (such as experts or well-respected individuals) are often more effective than those from less credible sources.
Messages that are framed in a way that resonates with the values and beliefs of the audience are often more persuasive than those that do not.
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Central Route
Involves a high level of cognitive elaboration, where the audience carefully considers the arguments and evidence presented in the message
More likely to be taken when the audience is highly motivated to process the message, and when they have the ability and opportunity to do so
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Peripheral Route
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Involves a low level of cognitive elaboration, where the audience relies on simple heuristics (mental shortcuts) to evaluate the message.
More likely to be taken when the audience is not highly motivated to process the message, or when they lack the ability or opportunity to do so.
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