Persuasion

Motivation

The desire to act in service of a goal; crucial for setting and attaining objectives.

Ability

Existing competence or skill to perform a specific act, distinct from the capacity to acquire competence.

Source characteristics

Traits of the person delivering a persuasive message, such as attractiveness, credibility, and certainty.

Message quality

How logical, clear, well-supported a persuasive message is; important for influencing attitudes.

Audience characteristics

Traits of message recipients that influence how they perceive and respond to persuasive messages.

Elaboration-Likelihood Model (ELM)

A theory in psychology that explains how people process persuasive messages through two routes: the central route, which involves careful consideration of the message, and the peripheral route, which relies on superficial cues.

Central route to persuasion

A logic-driven approach using data and facts to convince people of an argument or product’s worthiness. Assumes that the target audience is motivated and analytical requiring the audience to put effort into processing the message. Produces a longer lasting change

Peripheral route to persuasion

An indirect approach that uses peripheral cues, such as positive associations and attractive endorsements, to influence the audience. Assumes the target audience is not processing the message fully. Produces short-term change.

Heuristic Systematic Model

(HSM) is a dual-process model of persuasion that distinguishes between heuristic and systematic processing of information. Heuristic processing relies on mental shortcuts, while systematic processing involves careful and thoughtful consideration of information.

Systematic processing

Careful, critical evaluation of the content of a persuasive message, used when motivated and able to analyze deeply.

Heuristic processing

Relies on mental shortcuts or simple cues to process persuasive messages, typically when motivation or ability is low.