Other slides in this set

Slide 2

Preview of page 2

Here's a taster:

Persuasion and Attitude Change
· Hovland Yale
· Elaboration Likelihood Model
· Cognitive Dissonance
· Television and Advertising as a means of
persuasion.…read more

Slide 3

Preview of page 3

Here's a taster:

Hovland-Yale
· 4 factors influence persuasion and attitude
change.
· The Communicator
· The Message
· The Channel
· The Audience…read more

Slide 4

Preview of page 4

Here's a taster:

Hovland-Yale
· The Communicator
· Experts more persuasive.
· Audience must believe the communicator.
· Credibility- Oppenheimer versus Pravda
· In ads- people wear white coats.
· Less used but pseudo science in ads still exists.…read more

Slide 5

Preview of page 5

Here's a taster:

Hovland-Yale
· Attractiveness is also important- hence the
use of celebrities.
· People who speak rapidly are more persuasive
than those who speak slowly.
· It makes it seem as if the person knows what
they are talking about.
· People will tend to concur with experts-
classical music experiment.…read more

Slide 6

Preview of page 6

Here's a taster:

Hovland-Yale
· The Message
· Need to try and present a two-sided argument
that is balanced. If the audience is on your
side then a one-sided argument will work but
if they need persuading then a two sided
argument is needed.
· The two sides inoculates them against later
disputes or confliction.…read more

Slide 7

Preview of page 7
Preview of page 7

Slide 8

Preview of page 8
Preview of page 8

Slide 9

Preview of page 9
Preview of page 9

Slide 10

Preview of page 10
Preview of page 10

Comments

No comments have yet been made

Similar Psychology resources:

See all Psychology resources »See all resources »