explaining the persuasive effects of the media Flashcards
What did the Hovland Yale Model identify?
3 important elements - who says what to who
Applying the HYM in the Source
1) Popularity
2) Attractiveness
3) Credible experts
Example of applying HYM in the source
Bono, best known spokesperson for plight of African Nations
Why are experts more credible than non experts?
Extreme views by non experts would be resisted and ways for discrediting info would be sourced
Applying the HYM in the message
1) Fear Appeals
2) Messages we think are not trying to persuade
3) Humour
Applying the HYM in the audience
1) Younger people
2) Lower intelligence audience
Who investigated whether fear appeals work? AO1
Putwain and Symes
Putwain and Symes
Exam Performance
Mastery approach = positively related to performance
Threatening approach = negatively related
Why might younger people be targeted by HYM?
More susceptible to persuasive messages
Attitudes altered by misleading info (Loftus)
Why are lower intelligence audiences more persuasive?
Less likely to process content
Higher intelligence more confident in own belief and reviews, seeking both sides
Limitation of using attractive source?
Research has shown they may not be as influential as HYM suggests
What did O’Mahony/Meenaghen find regarding celeb endorsements
Not particularly convincing/believable
Why might celeb endorsements may not be effective
Overshadow product, so we remember celebrity but not product e.g ITV & Johnny Vegas
Fear appeals do work
If they don’t petrify audience
- IRL crystal meth campaign, moderate fear through images, consequences
- Emphasisesd choice and opps for positive change
Consequences of Australian crustal meth campaign
78% of 13-24y/o said they felt it changed their attitude towards drugs
What is an AO3 limitation of research into HYM
Gender Bias
How does HYM research suffer from gender bias
Women ‘more susceptible to persuasive communications’
Why might women be more easily persuaded
Socialisation diffs - women socialised more to conform
However, (women more easily persuaded), what was argued
Influence varied with item content
Females influenced more with unfamiliar male content and vice versa
Females inflienced more by unfamiliar male content, showing
Gender diffs may actually be due to methodological flaws. Topics chosen may interest one gender more than the other producing biased results
What is the Elaboration Likelihood model
Two diff routes to persuasion
Dependent on focus of message or focus on context
When is central route taken
Focus on arguments presented
Which route likely to have lasting effects
Central route
When is peripheral route taken
Context of message
What does peripheral route result in
Temporary attitude change
What is an example of a contextual cue
Celeb endorsement
What is need for cognition
Some enjoy analysing arguments so are more likely to focus on argument
Applying the ELM
Online Shopping & Health Campaigns
How can ELM be applied in online shopping
Lin - 263 Taiwanese students
- Mobile phone based on consumer reviews which differed in quality and quantity
Greatest importance was placed on quality, in consistency with ELM
What differs a high quality review with a low one
Relevant Facts
Subjective
