Hovland Yale
- Created by: hmarks62
- Created on: 10-02-15 10:08
View mindmap
- Media and Persuasion: Hovland-Yale model
- Message Factors
- E.g. a "Fear message" to persuade people to behave in a certain way
- Putwain & Symes (2011): Classroom fear appeals in secondary school students in relation to upcoming exams
- When emphasising a "mastery approach" (teacher giving advice about how to use time best) the fear appeals frequency was positively related to exam performance. But when just threatening, frequency was negatively related
- The ICE campaign emphasised personal choice, opportunities for positive attitude formation and behaviour change
- When emphasising a "mastery approach" (teacher giving advice about how to use time best) the fear appeals frequency was positively related to exam performance. But when just threatening, frequency was negatively related
- 2008 Australian Govt ICE campaign shows fear appeals do work
- Warned young people of the dangers of meth "don't let ICE destroy you", using moderate levels of fear through explicit images and consequences such as skin abnormalities.78% 13-24 year olds said the campaign changed how they felt about drugs
- Source Factors
- More attractive the source (not necessarily physical attractiveness) the more persuasive it is
- E.g. George Clooney selling nespresso, Cheryl Cole and L'Oreal
- Attractive sources are not necessarily most influential as according to HY model. O'Mahoney & Meenaghan (1997): Celeb endorsements are not regarded as convincing or believable
- Celebrities often over-shadow the product e.g. Johnny Vegas and Monkey for ITV digital
- Audience factors
- Younger people are more susceptible to persuasive messages, which has implications for using children as witnesses - testimony could be affected by misleading info
- Martin (1997): Older kids had a good understanding of the persuasive intent of adverts, younger kids did not
- Persuasion is achieved by focussing on 3 main factors: The who, the what, and to whom
- Much early research was using solely army personnel and students - they have an age, wealth and education untypical of general population, so results cannot be generalised
- Gender Bias in research: its suggested women are more susceptible, but Sistrunk & David (1971) suggest this is because the methodology is flawed - the topics considered are those with which men are more familiar, so are less persuaded by
- Message Factors
Comments
No comments have yet been made