Persuasion Models

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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
    • 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
        • 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

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