Emotion & Persuation Flashcards
Heuristics
“Simple decision rules” that are learned on the basis of people’s past experiences and observations
Dual process model of persuasion basic assumptions (3)
1 people desire to attain correct attitudes
2 people are cognitive misers
3 heuristic processing is done by default: unless a convincing reason is provided to process info (eg strong argument quality, motivation, personal relevance on topic)
Dual process model of persuasion: systematic (central) route vs heuristic (peripheral) route
Heuristic route: 1) the use of simplifying decision rules 2) the attitude remains short (stored as working memory)
Systematic route: 1) careful and deliberative processing of a message 2) persists over time (likely stored in long term memory)
What activates systematic processing (2)
1 individual level (motivation, personal relevance or importance of topic)
2 positive heuristics (positive perception of heuristic codes) - biased processing
What activates heuristic processing? (2)
1 individual level - fatigue, cognitive capacity
2 structural level: technological features itself, modality, agency, interactivity, and navigability
LC4MP - limited capacity model of motivated mediated message processing (3) and assumptions (2)
1 encoding
2 storage
3 retrieval
Assumptions:
1 if the mental resources available are not enough to process the message fully this can cause depletion (if the person does not understand the topic)
2 even when enough mental resources are available, motivation or multitasking can cause them not to be allocates properly
Appetitive vs aversive systems
Appetitive: positivity offset, positive or neutral stimuli can lead people to attend to information (happiness, contentment)
Aversive: negativity bias: defensive systems cause avoidance of attending to information (fear, anger, disgust)
Types of heuristics (4)
1 being there, immersiveness
2 realism
3 humanness
4 social presence, interactivity
