Source, message, audience and central versus peripheral routes

What this note covers

1. Attitudes organise emotions, beliefs and behaviour
2. The source affects credibility and attention
3. Message design shapes what is understood and remembered
4. Audience characteristics determine how a message is processed
5. Central and peripheral routes involve different processing
6. Direct and indirect experience can form attitudes
7. Persuasion strategies use commitment and reciprocity
8. Building and testing a persuasive message

8 sections · 11 key terms & formulas · 6 common mistakes