changingminds.org

How we change what others think, feel, believe and do

| Menu | Quick | Books | Share | Search | Settings |

Mood and central vs. peripheral processing

 

Explanations > Emotions > Mood > Mood and central vs. peripheral processing

Sadness and happiness | So what? | See also

 

We use central processing, as in the Elaboration Likelihood Model, when thinking deeply about a subject. When we are in this mode we are more open to reasoned persuasion. When we are in more of a 'don't care' state, we are more likely to use peripheral, heuristic processing. 

Mood-Congruent Judgment and the Affect Infusion Model show us how our mood affects how we think. A part of this thinking is 

Sadness and happiness

Sadness is different to happiness in that happy people want to stay happy, but sad people do not usually want to stay sad (if they do, then it's time to visit the therapist!). In consequence, sad people will pay more attention to persuasive messages that suggest how they could be happier.

Happy people are likely to process persuasive messages by the peripheral route unless they are concerned such processing may lead to them becoming less happy. They may also ignore sad-making messages and only pay more attention to messages that would make them much happier.

When we are processing peripherally, we also are more likely to use and respond to arguments that use stereotypes.

So what?

If you want people to pay attention, either make them sad (or at least feel threatened) or tell them how to be happier still. If you want to persuade them subconsciously or respond to stereotyping, get them happy first.

See also

Affect Infusion Model, Elaboration Likelihood Model, Mood Memory, Mood-Congruent Judgment

 

 

Site Menu

| Home | Top | Quick Links | Settings |

Main sections: | Disciplines | Techniques | Principles | Explanations | Theories |

Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Links | Help |

More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes |

Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font |

 

You can buy books here

More Kindle books:

And the big
paperback book


Look inside

 

Please help and share:

 

Quick links

Disciplines

* Argument
Brand management
* Change Management
Coaching
+ Communication
Counseling
+ Game Design
+ Human Resources
+ Job-finding
* Leadership
+ Marketing
Politics
+ Propaganda
+ Rhetoric
* Negotiation
* Psychoanalysis
* Sales
Sociology
+ Storytelling
+ Teaching
* Warfare
Workplace design

Techniques

+ Assertiveness
* Body language
* Change techniques
* Closing techniques
+ Conversation
Confidence tricks
* Conversion
* Creative techniques
* General techniques
+ Happiness
+ Hypnotism
+ Interrogation
* Language
+ Listening
* Negotiation tactics
* Objection handling
+ Propaganda
* Problem-solving
* Public speaking
+ Questioning
+ Using repetition
* Resisting persuasion
+ Self-development
+ Sequential requests
Stress Management
* Tipping
Using humor
* Willpower

Principles

+ Principles

Explanations

* Behaviors
+ Beliefs
* Brain stuff
Conditioning
+ Coping Mechanisms
+ Critical Theory
+ Culture
+ Decisions
* Emotions
+ Evolution
Gender
+ Games
Groups
Habit
+ Identity
+ Learning
+ Meaning
Memory
+ Motivation
+ Models
* Needs
+ Personality
+ Power
* Preferences
+ Research
+ Relationships
+ SIFT Model
+ Social Research
Stress
+ Trust
+ Values

Theories

* Alphabetic list
* Theory types

And

- About
- Guest Articles
- Blog!
- Books
- Changes
- Contact
- Guestbook
- Links
- Quotes
- Students
- Webmasters

 

| Home | Top | Menu | Quick Links |

Changing Minds 2002-2014
Massive Content -- Maximum Speed