Persuasion

Question 0

Describe the Central Route of persuasion.

Answer 0

According to the central route of persuasion, the viewer has a high need for cognition and motivation therefore focuses on the actual focus of the message rather than other factors THEREFORE…long term acceptance.

Question 1

Outline the Elaboration Likelihood Model.

Answer 1

The Elaboration Likelihood model argues that people react to persuasion in two different ways: Central Route and Peripheral Route.

Question 2

Describe the Peripheral Route of persuasion.

Answer 2

Viewers have a low need for cognition and little motivation therefore focus on factors other than the message such as expertise of the source THEREFORE…short term acceptance.

Question 3

Elaboration Likelihood Model of persuasion - study?

Answer 3

Petty - Sample of students read a message.
Why an exam should be introduced.
Group A - told it would come next year
Group B - told it would come in ten years.
Differed on EXPERTISE OF THE SOURCE and QUALITY OF ARGUMENT.
Group A - persuaded more by quality of argument. (cent. route)
Group B - persuaded more by other factors (expertise) (periph. route)

Question 4

Outline the Hovland Yale Model of persuasion.

Answer 4

Attention
Understanding
Acceptance 
Retention
...three factors that affect acceptance:
1) Communicator (Reliable/trustworthy)
2) Message (Persuasive/two sided)
3) Audience (Age/Gender/Location)

Question 5

Hovland Yale model of persuasion - study?

Answer 5

Qualls and Moore - 100 black and 100 white participants. Rated the beer most favourably that was advertised by someone of a similar race and social class.

Question 6

Outline the Classical Conditioning explanation of persuasion.

Answer 6

Unconditioned stimulus - product.
Neutral stimulus - advert effects.

Conditioned stimulus - product.
Conditioned response - pleasure.

Viewer associates the positive feelings created by the advert with the product.

Question 7

Classical Conditioning - study?

Answer 7

Smith - a group of students rated a product more favourable which produced a positive emotional response.