ABSTRACT
This chapter discusses dual- and single-process models, it is unlikely that participants unfamiliar with theories of persuasion would be able to articulate what kinds of cues or information are affecting their attitudes not to mention that asking them to do so could easily affect depth of processing. Any given persuasion episode consists of an agent's persuasion attempt and the targets evaluation along two dimensions: perceived effectiveness; and perceived appropriateness. Motivation to activate knowledge of persuasion is found to increase with factors such as unfamiliar agents, having experienced similar persuasion tactics previously, and use of unusual persuasion tactics. Recent work in persuasion neuroscience has taken important first steps to uncover neurocognitive underpinnings of persuasive processes as they occur during message receipt. An important trend among extant studies in persuasion neuroscience is that they typically involve self-relevant messages.
