Media - Attitude Change.

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.

Source.

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

Message.

Not deliberately targeted at us, or a fearful message.

Medium.

Audio-visual messages.

Target.

Individuals with low self-esteem.

Meyerowitz and Chalken (1987).

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

Procedure:

*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.

Findings:

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

Conclusions:

Fear in a message can change a persons attitude.

Criticisms:

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.

Evaluation.

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

Model sees people as rational.

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