Research for persuasion models

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  • Research for persuasion models
    • Elaboration Likelihood
      • Lin et al (2011)
        • Asked 263 Taiwanese students to take part in online shopping study in a virtual mall
          • Had to select a mobile based on consumer reviews. Also completed 'need for cognition measure'
            • Students were more likely to buy phone with large no. of high quality reviews
              • HOWEVER, high need for cognition students placed greater importance on review quality rather than quantity
      • Vidine et al (2007)
        • Showed that need for cognition is relevant factor in health campaigns
          • Students were exposed to fact based or emotion based smoking risk campaign
            • Pp's with high need for cognition were influenced by fact based and pps with low were by emotion
      • Petty and Cacioppo (1986)
        • Found that central processing leads to longer lasting attitude changes than peripheral processing
          • Because it involves more time and cognitive effort
            • Implying the central route to be a more dominant source of persuasion
      • Petty et al (1981)
        • Found that students were more influenced by persuasive messages when personally motivated
          • Persuaded by peripheral cues when not personally motivated
            • Suggesting that different processing routes are used in diff circumstances
      • COMMENTS
        • :) Still being used in adverting/marketing today
        • :) Lots of supporting evidence
        • :( Doesn't explain why/how persuasion works
        • :( Doesn't say which factors more important
    • Hovland-Yale
      • Source factors
        • Hovland and Weiss (1951)
          • Found that more attitude change was produced in pps reading an article about building a nuclear submarine,
      • Message factors
        • Emotions
          • Gorn (1982)
            • Found that pps preferred a pen presented in advert to identical pen/advert but with dislikeable song
              • Showing how associating emotions with messages makes them persuasive
        • Repetition
          • Arkes et al (1991)
            • Suggested that mere repetition of a statement can make it appear more true
        • Fear
          • Witte et al (1998)
            • Research shows that fear, including messages are more likely to work if they also include an effective way of coping with danger
      • Audience factors
        • Rhodes and Wood (1992)
          • Conducted meta analysis of studies on social influence
            • Found evidence to support claim that people lower in intelligence were more prone to persuasion
        • Tyler and Schuller (1991)
          • Claim that age is generally irrelevant
            • People are to some extent susceptible to attitude change as a result of persuasive communications throughout their life
      • COMMENTS
        • :) Most influenctioal theory because recognises that similar messages can be processed through diff routes
        • Earvin Johnson Jr had HIV. Before he did, no uni students volunteered to help HIV victim
          • When Earvin did, levels went up to 83%
            • 4 and 1/2 months later, levels went back down
              • Suggesting peripheral is only temporary


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