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Persuasion and Attitude Change
· Hovland-Yale Model: Argued that we can
understand attitude change by considering it
as a sequential process (the idea that attitude
change takes place in a series of stages.)…read more

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Research into the Hovland-Yale Model
· Self-esteem ­ people with lower self-esteem are easier to persuade
than those with high self-esteem.
· We are more likely to be persuaded by someone who is similar to us,
for example from the same ethnic background.…read more

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Study: Meyerowitz and Chaiken (1987)
· Looked at the role of fear in message content.
· Sample: Studied female university students who
were randomly allocated to one of three conditions
and given a leaflet relating to breast self-
· Three Conditions were:
· The loss condition ­ emphasised dangers
· The gain condition ­ emphasised the positive
· The neutral condition ­ gave basic facts about breast
· Students were then re-interviewed four months later
to see what condition had a permanent impact.…read more

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Findings from Meyerowitz and Chaiken'
s Study
· The loss group (emphasised dangers ­
most fear) were the only group to
change their behaviour in regards to
self-examination. Therefore this
shows a permanent change,
suggesting that a certain amount of
fear can be positive in trying to
achieve attitude change.…read more

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Issues and Evaluation of this Study
· Methodological Issues:
· Highly controlled experiment
· The follow-up study is commendable as it
ensures that attitude and behaviour changed
are relatively permanent.
· Unlikely that fully informed consent was
gained as this may have confounded with
findings.…read more

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These revision cards are brill, thanks Zoe!

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