Persian and Attitude change
- Created by: Hannah Jeffery
- Created on: 03-05-15 11:59
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- Persuasion and attitude change
- The Hovland-Yale model
- Attitude change is a sequential process
- Stages
- Attention
- notice the message
- Comprehension
- Understand the message
- keep it simple so adverts don't go over peoples heads
- Understand the message
- Reactance
- Accept or reject the message
- Either agree or regard as rubbish
- Attention
- Stages
- pervasion Is dependant on several factors
- The source
- higher credibility
- Hovland and weiss
- Physical appearance
- Physically attractive people are more persuasive than less attractive sources
- Kiesler and Keisler
- Eg Ryan Gosling for Gucci perfume
- Hume
- Celebrity endorsement can overshadow the product
- Physically attractive people are more persuasive than less attractive sources
- Speed of speech
- Rapid speakers are more persuasive than slow speakers
- Miller et al
- Rapid speakers are more persuasive than slow speakers
- higher credibility
- Message factors
- Messages which are not directly targeted at us are more effective
- Walster et Festinger
- Fear
- Persuasion can be increased by fearful messages
- Chaiken et al
- large amounts of fear will switch people off
- Messages which are not directly targeted at us are more effective
- Medium factors
- audio messages are more persuasive than written messages
- Chaiken et al
- audio messages are more persuasive than written messages
- Target factors
- people with a lower self-esteem are easier to persuade than those with a higher self esteem
- Janis
- Children are more influenced
- loftus misleading information
- people with a lower self-esteem are easier to persuade than those with a higher self esteem
- Source X target
- we're more likely to be persuaded by someone similar to us
- for example the same ethnic background
- Moore
- we're more likely to be persuaded by someone similar to us
- The source
- Gender bias
- women are more susceptible to persuasion than men
- women are socialised to conform and therefore are open more to social influence
- Eagly
- era dependant- most of this research comes from 1970's when gender equality wasn't as string
- women are socialised to conform and therefore are open more to social influence
- women are more susceptible to persuasion than men
- Age biased
- participants mainly contains students
- these groups had an age and education profile which was untypical of the general public
- decrease population validity
- Participants were also able to give the stimuli the attention that they wouldn't be able to in real life
- decrease ecological validity
- Attitude change is a sequential process
- Elaboration model
- Petty and Cacioppo
- Believe that for an argument be persuasive the individual needs to consider it
- however views can be cognitive misers
- The central route
- involves a great deal of thought and cognitive effort
- viewer follows the arguments carefully and closely and may consider counter arguements
- Persuasion depends on the quality of the argument
- Attitude is change permanent
- The peripheral route
- involves minimal cognitive effort
- person does not pay much attention or give much thought to the message they're being presented with
- likely to use cues or shortcuts to make their decisions
- Attitude change is likely to be temporary
- people in need of high cognition more likely to use central route
- Shaffer
- if the message has little relevance to us or we have no experience we're likely to resort to peripheral processing
- Believe that for an argument be persuasive the individual needs to consider it
- Vidrine et al
- participants even exposed to central fact based route or peripheral emotion based smoking risk campaign
- people with a higher need for cognitions were more influenced by the central route
- those with a lower need for cognitions were more influenced by the peripheral route
- Explains why health claims that are unsupported by research claims are often appealing to many people
- Taylor
- most human beings rely on simple and time-efficient strategies when processing info
- if the info isn't personally important then they'll be more influenced by contextual cues
- eg celebrity endorsement
- when the content is more important they're more likely to be more engaged with the text
- ie we're more influenced with Gary lineker endorsing crisp but not if he was endorsing mortgages
- Petty and Cacioppo
- The Hovland-Yale model
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