Richard E. Petty: 2 ideas worth knowing

2 ideas from Richard E. Petty, each explained in a minute and credited to the original work. Free on Savvy.

Persuasion splits into two routes: careful reasoning, or surface cues
Petty and Cacioppo's model says people process persuasive messages one of two ways. On the 'central route' they weigh the actual arguments, producing attitudes that last and resist…
— Richard E. Petty, John T. Cacioppo, Communication and Persuasion: Central and Peripheral Routes to Attitude Change
Some people just enjoy thinking hard — and it's measurable
Need for cognition is a stable personality trait describing how much someone genuinely enjoys effortful, complex thinking rather than avoiding it. People who score high on the scal…
— John Cacioppo & Richard Petty, The Need for Cognition

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