Media - Attitude Change.

HideShow resource information
  • Created by: Emily
  • Created on: 12-06-12 20:03

Attitude change.

1. Attention.

Must notice attempt and persuasion.

2. Comprehension.

Messages must be understood.

3. Reactance.

React with agreement or disagreement.

Hovland-Yale Model.

Persuasion is dependent on four factors.


more persuaded by credible expert. Physically attractive and rapid speakers are also more likely to persuade.


Not deliberately targeted at us, or a fearful message.


Audio-visual messages.


Individuals with low self-esteem.

Meyerowitz and Chalken (1987).

Aim: To look at the role of fear in messages.


*Female university students.

*Randomly allocated to one of three conditions.

*Given a leaflet regarding breast self-examination.

*1. dangers emphasised. 2. positives emphasised. 3. basic cancer facts.

*Reinterviewed 4 months later.


Dangers group were the only ones to change behaviour and attitudes.


Fear in a message can change a persons attitude.


Highly controlled.

Demand characteristics.

4 months allow for attitude change to be permanent.

Stress could be experienced from fearful messages.

Unlikely to have fully informed consent.


Led to a huge amount of research unto what factors make communications persuasive.

Model sees people as rational.


No comments have yet been made

Similar Psychology resources:

See all Psychology resources »See all Media psychology resources »