Media - SS2 - Media & Persuasion - Hovland-Yale Model

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Which 3 psychologists support the Hovland-Yale model?
Hovland & Weiss, McGuire & Papageoris and Gorn
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What did Hovland & Weiss aim to do?
Change peoples attitudes about nuclear submarines
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What did ppts have to read?
Either a report on nuclear submarines written by an expert or a non-expert
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Who was more persuasive in changing attitudes?
The expert's report
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What is an issue?
Only one area researched - not good example of persuasion in real life
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What were ppts given in McGuire & Papageoris' study?
1 or 2 sided argument about teeth brushing
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How were ppts given the 2 sided argument affected?
They were more resistant to an argument attacking the original message, that you should brush your teeth
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In Gorn's study, when did ppts prefer a pen?
When presented with a likeable song rather than a dislikeable one = message important
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What is an issue?
Subjective to say what a likeable and a dislikeable song is
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What PAs are there?
Provided much research and identifies factors important in persuasion, many of which are still used in advertising and speech writing etc
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Does it acknowledge individual differences?
Not everyone may be affected by the 4 techniques in the same way - e.g. may still be persuaded if the communicator is not an expert
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Other cards in this set

Card 2

Front

What did Hovland & Weiss aim to do?

Back

Change peoples attitudes about nuclear submarines

Card 3

Front

What did ppts have to read?

Back

Preview of the front of card 3

Card 4

Front

Who was more persuasive in changing attitudes?

Back

Preview of the front of card 4

Card 5

Front

What is an issue?

Back

Preview of the front of card 5
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