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APPLYING the HovlandYale Model

Outline the Hovland Yale model of persuasion. Explain how a mobile phone company
might use knowledge of this model in a campaign to market a new phone.
Explain how the strategy persuades:

The strategy persuades by attitude change by sequential process. The first stage is attentionthe…

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APPLYING the Elaboration Likelihood Model

DEPENDS ON SOMEONE'S MOTIVATION / ABILITY TO ELABORATE

ELABORATE MEANS....MENTAL EFFORT

ELM WILL DEPEND ON FACTORS INCLUDING...





Explain how a mobile phone company might use knowledge of this model in a
campaign to market a new phone.

IF ELM IS HIGH USE...Central Route
WHEN? Intelligent…

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COGNITIVE CONSISTENCY/DISSONANCE AND SELFPERCEPTION
how to motivate someone to change their attitudes

THEORY 1 COGNITIVE DISSONANCE THEORY

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Festinger makes THREE assumptions

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2

3

Dissonance means...

Dissonance is created when...


Human beings motivated to reduce dissonance.


Three ways to eliminate dissonance

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3

Dissonance theory shows that our attitudes make us select what we pay attention to on the
media ­ which is why it is…

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Our own perception of ourselves influences our attitudes not our consistent or inconsistent
attitudes. Do we always know our attitudes, afterall.

How does selfperception motivate us to change our attitudes/decisions?






When is it usefully applied?









How could you use selfperception theory to motivate someone to change their attitude eg
to…

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