Models of persuasion

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Hovland Yale model uses sequential processing: Attention, comprehension, reactants= change of attitude.

Factors that affect attitude change:

Source factors:

- Expert/celebrity- Insko & Bockner found paticipants persuaded by expert source on hours of sleep needed for good health.

E- Morton and campbell found that information on autism was more effective from an extra familiar source e.g. doctor.

Message factors:

- think not being persuaded/ moderate levels of fear- Martin found low/high levels of fear not as effective as moderate. McGuire found high levels of fear caused anxiety which interferred with processing the message.

E- Lewis et al- fear arousing messages were persuasive after immediete exposure, long term attitude change more likely with…


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