C1: Theories of persuasion Flashcards
what are the three main messages that Carl Hovland said persuades someone to change behaviour?
the communicator, the communication and the recipients
what makes someone credible?
if they’re experts, talking about personal experiences or past experiences
what makes a message persuasive?
emotional appeal (fear related threat)
arguments presented should be two sided
which recipients are most and less likely to be persuaded?
highly intelligent = less likely
lower intelligence = more likely
higher self esteem = less likely
lower self esteem = more likely
give a strength of the Hovland-Yale theory of persuasion
more persuasive messages were the ones combined with high threat
give a weakness of the Hovland-Yale theory of persuasion
researchers found that people with high self esteem were actually more easily persuaded
what does low levels of fear arousal result in?
no change in behaviour
what does medium levels of fear arousal result in?
more likely for behaviour to be changed
what does high levels of fear arousal result in?
no change, counterproductive because so much fear has been produced they think changing behaviour is not enough to change their unpleasant state
what two ways does the elaboration-likelihood model suggests a message can persuade someone to change their behaviour?
process one: central route and process two: peripheral route
explain the central route of persuasion
someone may be persuaded by the message because it has personal relevance
explain the peripheral route of persuasion
someone may be persuaded to change behaviour because of non content factors (attractiveness) and they don’t actually process the content
is the central route high or low elaboration
high elaboration
is the peripheral route high or low elaboration?
low elaboration
name some factors of influence
personal relevance: CR is more persuasive if the issue is personally relevant
time and attention: PR is more persuasive if you don’t have time
role of celebrities: can persuade through both CR and PR
