Media and Persuasion. PSYA4.

Media and Persuasion. Summary of Attitude change. Influence of attitudes on decision making. influence of television on persuasion and the psychology of a celebrity. 

HideShow resource information
View mindmap
  • Media & Persuasion
    • ATTITUDE CHANGE
      • ELABORATION- LIKELIHOOD model
        • 2 Processing routes. CENTRAL: cognitive processing of info. PERIPHERAL: affective processing of cues
          • True attitude change happens in CENTRAL PROCESSING ROUTE.
            • 227 student smokers given NEED FOR CONTROL test. then exposed to FACT leaflet or EMOTIONAL leaflet
              • High NEED FOR CONTROL responded better to FACT based leaflet = High NC use CENTRAL processing route
                • controlled LAB study. risk of SOCIAL DESIRABILITY. Lasting effects of attitude change unknown
      • HOVLAND-YALE model
        • Attitude change is SEQUENTIAL process
          • ATTENTION  -> COMPREHENSION -> REACTANCE ->   ATTITUDE CHANGE
            • Attitude is response to PERSUASION and persuasion is dependent on many factors:
              • Target Characteristics
                • Intelligence & Self-Esteem
              • Source Characteristics
                • Expertise & Atractiveness
              • Message Characteristics
                • Nature of message e.g. Fearful
      • HEURISTIC-SYSTEMATIC model
        • Info either processed
          • SYSTEMATIC way: arguments considered carefully
          • HEURISTIC way: content over context
          • Japanese Uni students. VARIES strength of PERSUASIVE messages and delivered by High/Low credibility source
            • P's INTERESTED in argument influenced by STRENGTH of argument. LOW INTEREST influenced by CREDIBILITY of source
              • Attitude change SHORT TERM. Mild Deception. Debriefed.
    • DECISION MAKING.
      • SELF-PERCEPTION THEORY
        • DARYL BEM: Just as others infer attitudes from our behaviors, we observe our own behavior to explain attitudes behind them.
          • P's listened to a v. boring recording of a tedious task. Some p's told man was payed $1 others $20.
            • $1 P's inferred the man enjoyed the task more.
              • Its likely that Self-Perception happens in ordinary situations when ATTITUDES and BEHAVIOURS differ. However FESTFINGER theory more likely to apply to EXTREME situations.
      • COGNITIVE DISSONANCE THEORY
        • FESTFINGER: CONSONANT cognition: related and follow on from each other. DISSONANT: maybe related but don't follow on
          • We do not like to have DISSONANT cognition's and will try and do away with them by CHANGING COGNITION or INTRODUCING another.
            • P's given V.  boring task. Then asked to lie and say the task is interesting for $1 or $20. Then asked to rate interstingness of task
              • $1 P's rated task more interesting as the compensation for lying wasn't enough and so to REDUCE DISSONANCE they convinced themselves it was more interesting
                • Considerable support for theory. Has been argued inconsistent cognition don't always lead to Dissonance.
    • Television on PERSUASION
      • CAPTURE THEIR ATTENTION
        • Unique/ Eye-catching ads capture more attention
      • CREATE FAVORABLE ASSOCIATION
        • Classical Conditioning: positive image associated with object. use of iconic music
      • COMPREHENSION
        • is important for political/ health ads but less so for advertising products
      • MAKE IT MEMORABLE
        • Familiarity is important in LIKING. MORE EXPOSURE HYPOTHESIS.
    • PSYCHOLOGY OF A CELEBRITY
      • CELEBRITY ATTITUDE SCALE. Likert scale to measure attitude towards celebrities. 3 dimensions of CAS. 3 theories to Celebrity worship.
        • 1. ENTERTAINMENT - SOCIAL
        • 2. INTENSE - PERSONAL
        • 3. BORDERLINE - PATHOLOGICAL
        • THE ABSORPTION - ADDICTION model.
          • Predicts that people with WEAKER IDENTITIES tend to progress through the levels of CELEBRITY WORSHIP faster
            • studies shown that individuals on level 1 of CAS has some degree of social dysfunction. on Level 2 often scored high on depression/ anxiety.
        • ATTACHMENT THEORY
          • The idea that people with certain attachment styles like INSECURE - AMBIVILANT are more likely to develop relationships with celebs
            • Study however found that there's NO SUPPORT that INSECURE attachment styles are more likely to be attached to celebs. HOWEVER study shows they are more likely to be ACCEPTING OF STALKING TENDENCIES.
        • EVOLUTIONARY THEORY
          • PRESTIGE HYPOTHESIS: looking up to more successful others and imitating them would have helped our ancestors survive in the past.
            • Therefore we naturally pay more attention to those most successful in society. Non-falsifiable. REDUCTIONIST.
      • PARASOCIAL RELATIONSHIPS: one-sided relationship where one person is unaware of existence of other.
  • People do not  consider info as thoroughly as Hovland -Yale model suggests

Comments

MrsMacLean

A great mind map - so colourful and detailed!

Similar Psychology resources:

See all Psychology resources »See all Media psychology resources »