Persuasive effects of media

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  • Created by: Abw97
  • Created on: 04-02-16 17:38
Describe the 3 factors of the Hovland Yale model.
Source: experts more effective/attractiveness. Message: better if think not intended to persuade/if creates fear. Audience:Low intelligence less easily persuaded/ present both sides.
1 of 10
What did Petty and Cacioppo find about the source? (AO1)
Attractive communicators are more effective. e.g Cheryl Cole
2 of 10
What did McGuire find about the message? (AO1)
Fear arousal = effective if message creates substantial fear. Low level= little to motivate. High level = can rebound and create too much anxiety interferes with ability to process.
3 of 10
What did Loftus find about the audience? (AO1)
younger = more susceptible to persuasive message than adults. Implications of children as witnesses e.g .in child abuse cases attitudes can be altered by misleading info.
4 of 10
What did O'Mahony and Meenaghan say to critisise the HYM? (AO2)
attractive sources not as effective as said. Celebrity endorsement doesnt increase effectiveness. Celebrity overshadows product.
5 of 10
What did the Australian government find to support HYM? (AO2)
Fear campaigns do work if they are told how to avoid danger instead of terrifying them. Anti drug campaign in Australia. Told dangers of drugs
6 of 10
What is a methodological problem with research into the HYM? (AO2)
Used mainly students and army personnel. = inappropriate to generalise = age wealth and education which was untypical of target population.
7 of 10
Explain the ELM. (AO1) Petty and Cacioppo
Central route = facts. low NC. think about message. focus on quality of argument. lasting attitude change. Peripheral route = context not message itself. high NC. Temporary change
8 of 10
Apply the ELM to online shopping. (AO1)
Lin = Taiwanese students select phone based on reviews. Different from quantity to quality. More likely to buy phone if large number of high quality. High NC = review quality more important.
9 of 10
What did Lins research find about the effect of online reviews (AO2)
importance was highlighted. For marketing executive = quantity of reviews low NC. Can influence online shopping individuals to design promotional materials to influence online shopping effectively.
10 of 10

Other cards in this set

Card 2

Front

What did Petty and Cacioppo find about the source? (AO1)

Back

Attractive communicators are more effective. e.g Cheryl Cole

Card 3

Front

What did McGuire find about the message? (AO1)

Back

Preview of the front of card 3

Card 4

Front

What did Loftus find about the audience? (AO1)

Back

Preview of the front of card 4

Card 5

Front

What did O'Mahony and Meenaghan say to critisise the HYM? (AO2)

Back

Preview of the front of card 5
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