Both thoughtful and continuous messages can be effective, but it is important to know which is likely to be better in which situation and corporate people. When we can motivate people to process our message carefully and thoughtfully, then we are going to be able to present our strong and persuasive arguments with the expectations that our audience will attend to them. If we can get the listener to process these strong arguments thoughtfully, then the attitude change will likely be strong and long lasting. On the other hand, when we expect our listeners to process always continuously, for instance, if they don't care too much about our message or if they are busy doing other things, then we do not need to worry so much about the content of the message itself. Even a weak but interesting message can be effective in this case, successful advertisers tailor your messages to the exact characteristics of your audiences.

In addition to be more debate is the process the message, we must also have the ability to do so. If the message is too complex to understand, we may rely on continuous cues such as the perceived trustworthiness or expertise of the communicator, and totally ignored the content of the message. When experts are used to attempt to perceive people, for instance, in complex jury trials, the messages that these experts give me be very difficult to understand. And in these cases, the jury members may rely on the perceived expertise of the communicator rather than his or her message being preceded in a relatively spontaneous way. In other cases, we may not be able to present the information totally because we are distracted or tired. And in these cases, even weak messages can be effective again, because we process them pretty fast you're paying Goldman showed how different motivations may lead to either spontaneous or cortical processing in very simple college students heard a message suggesting that the administration as we are called, was proposing to institute a new comprehensive exam that all students would need to pass in order to graduate and then aerated the degree to which they were favorably toward the idea.

The research has manipulated three independent variables. First one was message trends. The message contains either strong arguments which is perceived data and statistics about the positive aspects of the exam at other universities, or weak arguments, relying only on individual quotations and personal opinions. Then second thing, which is sort of source expertise, the message was supposed to prepare the either find expert scores for example, the Carnegie's Commission on Higher Education, which was chaired by a professor of education at Princeton University, or by a non expert scores. For example, a class at the local high school and third factor was personal relevance. It has the student who worked with either that the new exam would begin before they graduated or does high personal relevance or that it would begin until after they had already graduated, which is a little personal irrelevance.

As you can see here in this figure PC and his colleagues found through interaction at both the top panel of the figure shows that the students in the high personal relevance condition, which is left side were not particularly influenced by the expertise of the source, whereas the student in the low personal relevance condition, which is the right side work. On the other hand, as you can see, in the bottom panel, the students who were in the high personal relevance condition, which is the left side were strongly influenced by the quality of the argument, but the low personal enrollment students, which is right side in this case, we're not these findings, that we see idea that when the issue was important, the students engaged in total processing of the matter. To sell, and when the message was largely irrelevant, they simply use the expertise of the source without bothering to think about the message.

Because both thoughtful and spontaneous approaches can be successful advertising campaigns such as those used by Apple carefully make use, of course continuous input for messages. For example, the ad may showcase the new and useful features of a device like the iPad and the scenes of how creative or productive people and an inspiring soundtrack