Who suggested the Hovland Yale Model of Persuasion?
Carl Hovland
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What 3 factors does the Hovland Yale Model suggest contribute to persuasion?
Source, Message, Audience
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What types of sources does the Hovland Yale Model suggest are persuasive?
Experts, Celebrities
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Why are experts persuasive?
Audience trusts them to be factually correct
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Why are celebrities persuasive?
Audience associates them with positive feelings if they like them & audience believes they can be like them if they abide
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Who carried out research involving information on drug taking and expert sources?
Hovland & Weiss (1951)
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What were the conditions in Hovland & Weiss' research?
Group 1: prestigious medical journal source, Group 2: newspaper source
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What were the results of Hovland & Weiss' research?
Twice as much attitude change on drug taking by the journal source compared to the newspaper source
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How did Hovland & Weiss collect their data?
A questionnaire on opinions of drug taking given before and after the experiment
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Who carried out research involving celebrities and shoes?
Stallen (2010)
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What were the findings of Stallen's research?
Presentation of a famous face with a shoe caused activity in the medial orbitofrontal cortex (the part of the brain responsible for positive associations)
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How did Stallen collect their data? (Equipment, Participants, Control)
Using MRI on 23 Dutch women presented with images of either a female celebrity or an unknown women alongside shoes
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What types of messages does the Hovland Yale Model suggest are persuasive?
Fear arousing, Highly Exposed
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Why is fear persuasive?
Emotional messages become semantic
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Why is high exposure persuasive?
Increased familiarity increases liking and trusting
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Who carried out research involving leaflets on breast self-exam?
Meyerowitz & Chaiken (1987)
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What were the conditions in Meyerowitz & Chaiken's research?
Group 1: Loss leaflet on the dangers of failing to self-examine, Group 2: Gain leaflet on the positive consequences of self-examination, Group 3: Neutral leaflet on basic facts of breast cancer
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What were the results of Meyerowitz & Chaiken's research?
The loss group exposed to most fear were the only group to change attitude to self-examination
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How did Meyerowitz & Chaiken collect their data?
Interviews on participants 4 months after the experiments about attitude to self-examination
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Who carried out research involving unfamiliar stimuli and exposure?
Zajonc (1968)
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What were the conditions in Zajonc's research?
Turkish non-sense words, Chinese-like cartoon characters, Photographs of strangers exposed 0,1,2,5,10 or 25 times
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What were the results of Zajonc's research?
Higher frequency of exposure correlated with higher rating of liking from 0-6
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What does the Hovland Yale Model suggest effects persuasiveness, regarding the audience?
Intelligence, Gender
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What level of intelligence is best for persuasion?
Adverts directed at those with moderate levels of intelligence allows most attitude change
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Which gender is more easily persuaded?
Women are influences more easily on topics with which men and stereotypically familiar with and vice versa
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Who carried out a meta-analysis involving intelligence and persuasion?
Rhodes & Woods (1992)
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What were the findings of Rhodes & Woods' research?
Higher intelligence participants were less influenced by a weak argument and lower intelligence participants were less influences by an argument that required a degree of processing
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Who carried out research involving gender differences and persuasion?
Sistrunk & McDavid
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What were the conditions in Sistrunk & McDavid's research?
Stereotypically male items, stereotypically female items, gender neutral items
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What were the results of Sistrunk & McDavid's research?
Males conformed on identifying stereotypically female items and vice versa
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Other cards in this set
Card 2
Front
What 3 factors does the Hovland Yale Model suggest contribute to persuasion?
Back
Source, Message, Audience
Card 3
Front
What types of sources does the Hovland Yale Model suggest are persuasive?
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