Media influences on TV persuasion: McGuires decision making theory

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Psychology unit 4 media revision
Media and TV persuasion- McGuire's decision making theory
Exposure/presentation: only those who see an advert can be influenced by it.
Therefore the same advert appears on each channel.
Attention/awareness: adverts grabs attention by using attractive/famous people,
music, silence or increasing volume
Comprehension/understanding: message presented in a way that makes it easy to
understand. The benefits of the product are clear and simple.
Acceptance: the person agrees with the message and will change their mind but for
some this can take longer to happen.
Retention: to buy a product you need to remember it and the fact that you wanted
it. Therefore a shop which sells the product will have the adverts inn their shop
and this reminds the customer of that product and persuades them to buy it.
Action: other factors may influence the decision to buy such as the price e.g.
£2.99 instead of £3.00 as this price looks better.
Explains why some adverts are more effective than others as it includes more
stages than the Hovland Yale model.
Suggests everyone moves through the stages in the same order although some
stages may be missed out or done in a different order.
Doesn't explain individual differences or repeated exposure so we can't be sure
how these fit into the model and therefore how accurate the model is.
/ Deterministic as it only suggests one route in which people are persuaded by
TV so there is no free will, meaning people have no choice in how they are
persuaded. However, it means we can be clear of the cause of persuasion so it
could have useful applications.


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