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Media Psychology
Revision Notes…read more

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3 Component Model- ABC
· The AFFECTIVE component - feelings and emotions
· The BEHAVIOURAL component - tendency to act in a
certain way
· The COGNITIVE component - beliefs and thoughts about
the attitude object
· An example: If Chloe has a positive attitude to her
psychology exam she experiences positive feelings when
revising or doing the exam, engages in revision activities and…read more

Slide 3

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Hovland-Yale Model
· Carl Hovland at Yale university
· Attitude change is a sequential process:
· ATTENTION: We are bombarded with hundreds of messages a day but we can only be
persuaded by them if we pay attention to them
· COMPREHENSION: The messages must make sense to us in order for us to process them,
advertisers try to keep messages simple so they can be understood by anyone and everyone
· REACTANCE: The individual will either broadly accept the message or they will dismiss it
· ACCEPTANCE: The message will only be accepted if it is believed to be true
Notice the Understanding the ATTITUDE
Accept or reject the
message message CHANGE
message…read more

Slide 4

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Hovland-Yale Model
Key factors in the
Hovland-Yale Model:
Credibility - people are more likely to
Source be persuaded by experts (Weiss)
· SOURCE - who is trying
Physical Appearance - physically
attractive sources re more persuasive
to persuade you
Content - messages which are not
deliberately targeted at us are more
· MESSAGE - the content
Message persuasive (Walster)
Fear - persuasion can be created by
Factors fearful messages (Meyerowitz) but a
large amount of fear can cause
of what is being said rebellion
· MEDIUM - how is it Medium Audio visual messages - these are more
powerful than written messages
Factors (Chaiken and Eagly)
being put across
Target Self Esteem - people with lower self
· TARGET - the person
esteem are easier to persuade than
people with high self esteem (Janis)
who is being persuades
Source X We are more likely to be persuaded by
· "who says what to Target
someone who is like us e.g from the
same ethnic origin (Quallas and Moore)…read more

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Elaboration Likelihood Model
· Petty and Caccioppo
· CENTRAL ROUTE- thought and cognitive processing, argument is
carefully considered with possible counter arguments thought out.
The persuasive effect will depends on the effectiveness of the message
and the source but attitude changes are likely to be permanent.
· PERIPHERAL ROUTE- Minimal cognitive processing effort and
the person doesn't pay much attention to the message. They are
likely to respond to cues and clues within the message and use
shortcuts to make their conclusions (cognitive misers). Attitude
changes are thought to be temporary.…read more

Slide 6

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Systematic VS Heuristic
Processing - SVHP
· Shelly Chaiken
· HEURISTIC PROCESSING: Where we take shortcuts and
oversimplify to make decisions and conclusions (cognitive
misers). Message content (where and how it is said) is more
important than the content (what is said).
· SYSTEMATIC PROCESSING: Where we consider the
argument carefully and so we will think about the source, the
message, the target and the the medium.…read more

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Thanks. Really god summary of it all :)

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