Explaining the persuasive effects of media
- Created by: Molly Byrne
- Created on: 03-01-14 10:56
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- Explaining the persuasive effects of media.
- The Hovland Yale Model - Carl Hovland.
- There are 3 factors that influence attitude change.
- Source - Experts are more effective because they are credible. Popular or attractive models are more affective than non popular or attractive models (Petty & Cacioppo).
- Message - More effective if we think that they dont intend to persuade.Can be more effective if they create a moderate level of fear.
- Audience - Low and high intelligence individuals are more easily persuaded than moderate level. With intelligent audiences its better to present both sides of the argument.
- Evaluation
- Hume 1992 - celeb endorsement doesnt significantly increase the persuasive content.
- Fear appeals do work - 2008 Australian Government meth campaing.
- 78% of 13 to 24 year olds said it changed the way they thought about drugs.
- Gender bias - research suggests women are more susceptible.
- Eagly & Carli explained this through socialisation difference.
- There are 3 factors that influence attitude change.
- The elaboration likelihood model - Petty Cacioppo 1981
- Message central route
- The audience is motivated to think about the message.
- They focus on the quality of the arguments.
- They have a lasting attitude change.
- They focus on the quality of the arguments.
- The audience is motivated to think about the message.
- Message Peripheral route.
- Audience is not motivated to think about the message.
- They focus on peripheral factors.
- They have a temp attitude change.
- They focus on peripheral factors.
- Audience is not motivated to think about the message.
- Message central route
- The Hovland Yale Model - Carl Hovland.
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