Persuasion Models
- Created by: Sophie Kelly
- Created on: 10-05-13 20:04
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- Media and persuasion
- Hovland-Yale model
- Source factors
- Experts: perceived as knowledgeable and therefore more persuasive than non-experts
- Celebrity endorsement: helps to enhance customer demand for products
- Message factors
- Two sided, balanced arguments
- Proposing weak arguments
- Emotions
- Fear
- Mood
- Repetition
- Audience factors
- Self esteem and intelligence
- People with moderate intelligence and moderate self esteem are more easily persuaded than those with high intelligence and self esteem
- Self esteem and intelligence
- Source factors
- Elaboration likelihood model
- Message
- Central route
- Occurs when receivers are MOTIVATED and they CARE about the message and are ABLE TO COMPREHEND the message
- Has a LONGER LASTING ATTITUDE CHANGE because message is being thought about and analysed
- Occurs when receivers are MOTIVATED and they CARE about the message and are ABLE TO COMPREHEND the message
- Peripheral route
- Occurs when receivers AREN'T MOTIVATED and are UNINTERESTED in message
- Persuades people by using devices not directly related to the matter
- E.g. sports stars advertising razors
- Persuades people by using devices not directly related to the matter
- Occurs when receivers AREN'T MOTIVATED and are UNINTERESTED in message
- Central route
- Message
- Hovland-Yale model
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