Research for persuasion models
- Created by: Sophie Kelly
- Created on: 10-05-13 20:26
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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
- Students were more likely to buy phone with large no. of high quality reviews
- Had to select a mobile based on consumer reviews. Also completed 'need for cognition measure'
- Asked 263 Taiwanese students to take part in online shopping study in a virtual mall
- 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
- Students were exposed to fact based or emotion based smoking risk campaign
- Showed that need for cognition is relevant factor in health campaigns
- 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
- Because it involves more time and cognitive effort
- Found that central processing leads to longer lasting attitude changes than peripheral processing
- 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
- Persuaded by peripheral cues when not personally motivated
- Found that students were more influenced by persuasive messages when personally motivated
- 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
- Lin et al (2011)
- 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,
- Hovland and Weiss (1951)
- 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
- Found that pps preferred a pen presented in advert to identical pen/advert but with dislikeable song
- Gorn (1982)
- Repetition
- Arkes et al (1991)
- Suggested that mere repetition of a statement can make it appear more true
- Arkes et al (1991)
- 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
- Witte et al (1998)
- Emotions
- 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
- Conducted meta analysis of studies on social influence
- 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
- Claim that age is generally irrelevant
- Rhodes and Wood (1992)
- 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
- 4 and 1/2 months later, levels went back down
- When Earvin did, levels went up to 83%
- Source factors
- Elaboration Likelihood
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