Persuasion and Message Processing Routes

Persuasion depends on how people process a message and on what part of the message they pay attention to. Social psychological research has long examined how people change their attitudes toward an idea, person, or object. This question matters in politics, marketing, and public health.

Early wor...

How someone can be persuaded to change their attitude towards another person, idea, or object depends on a number of key factors, including the source and content of the message.

For instance, expert sources with sound arguments are typically more persuasive?people are more likely to buy into the message. In particular, such information ai...