Hovland-Yale model

Who
1. attractiveness + expertise are important in persuasion
  1. Petty + Cacipoppo - attractive communicators were far more effective
    1. attractive rock starts often become public speakers for political issues and adverts
      1. Bono, Cheryl Cole
        Hume - celeb endorsements had minimal impact
        Johnny Vega + Monkey meant to advertise ITV digital - it failed
2. experts are more persuasive
3. popular and attractive are more popular with audience
what
1. message is more effective if audience do not know it is persuasive
2. message that causes fear is quite influential
  1. Putwain + Symes - when students given message about exams including fear of not knowing everything was more effective than a message just making students anxious
    1. High anxiety was linked to a reduction in test performance
3. Gender difference?
  1. Eagly + Carli - gender difference - females are easier to persuade than men
  2. Sistrunk + McDavid - females only easier to persuade because material was masculine. if material was neutral, there would be no difference
  3. Karabenic - males infulence by female information, vice versa, depends on the information, the more familiar you are with it, the harder you are to persuade
Whom
1. the audience
  1. low intelligence audiences are easier to persuade, often do not understand information
    1. Loftus - younger children easier to persuade, makes younger children less reliable as witnesses as they can easily be persuaded by misleading info
    2. Martin - older children knew advert was meant to be persuasive + were less influenced by them, but younger children did not understand info so were more influenced
  2. high intelligence audiences - hard to persuade - confident in their own views
    1. present both sides of the argument + let audience make up mind
PERV
1. early research on army personnel and students - cannot be generalized
2. research relied on self- report, not actual behaviour - may lack ecological validity

Nächster

Hovland-Yale model

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Zusammenfassung der Ressource

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	Erstellt von Madeleine Hall vor mehr als 9 Jahre