Persuasion

cognitive dissonance

an unpleasant psychological state that occurs when people notice that their attitudes and behaviours (or their attitudes) are inconsistent with each other

dual process model

a model that advocates for two processes leading to a psychological outcome - ex: the elaboration likelihood model and heuristic-systematic model assert that there are two routes to persuasion

central cues

persuasive features of a message, such as message quality and scientific arguments, that require processing or elaboration by the target

peripheral cues

persuasive features of a message, such as models, slogans and jingles, that do not require substantial processing

peripheral route to persuasion

processing of a message that occurs when people do not have the ability and motivation to attend to the message carefully and evaluate its arguments, leading to people being persuaded by peripheral cues

central route to persuasion

processing of a message that occurs when people have the ability and motivation to attend to the message carefully and evaluate its arguments, leading to people being persuaded by central cues

systematic processing

processing of a persuasive message that occurs when people pay careful attention to a message

heuristic processing

processing of a persuasive message that occurs when people use heuristics or cognitive "shortcuts"