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attitudes or behavior .Persuasion The process by which a message induces change in beliefs.
What path leads to persuasion? .
.Two Routes to Persuasion Two routes reflect the tension between wanting to be right and wanting to be efficient. ± Peripheral Route: Persuasion that results when people are influence by incidental cues such as the speaker¶s attractiveness. ± Central Route: Persuasion occurs when interested people focus on the arguments and respond with favorable thoughts.
Elements of persuasion Communicator Message How the message is communicated audience .
Communicator Credibility .