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Persuasion, Attitude and Change

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Persuasion, Attitude and Change Persuasion and attitude change Attitudes and decision making Effectiveness of Television Persuasion and Attitude Change Schwerin ... – PowerPoint PPT presentation

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Title: Persuasion, Attitude and Change


1
Persuasion, Attitude and Change
Persuasion and attitude change
Attitudes and decision making
Effectiveness of Television
2
Persuasion and Attitude Change
  • Schwerin Newell (1981)
  • Behavioural change cannot occur without attitude
    change
  • Behavioural change is when you change your
    lifestyle (ie. Healthier living) or change your
    habits (ie. What you buy)

3
Persuasion and Attitude Change
  • Changing attitudes changing behaviour
  • Psychologists look at the SCIENCE OF PERSUASION

THE HOVLAND-YALE MODEL
ELABORATION -LIKELIHOOD
4
THE HOVLAND-YALE MODEL
  • Hovland worked for the US war dept. He had to
    find ways to persuade Americans to support the
    final stages of WWII.
  • At Yale he studied the nature of persuasive
    communication.
  • Achieved by focusing on who says what to whom
  • Communicator
  • Message
  • Audience

5
Major Findings
SOURCE FACTORS Experts Popular/attractive
MESSAGE FACTORS Persuasive message is not apparent Level of FEAR
AUDIENCE FACTORS Low and High intelligence Both sides of the argument
6
Methodological Problems
  • What problems are there with the Hovland-Yale
    approach?

7
ELABORATION-LIKELIHOOD
  • Petty Cacioppo (1981)
  • Two different routes to persuasive communication
  • A) Focus on message
  • B) Focus on other factors (how attractive/creditab
    le the source appears to be)

8
Petty Cacioppo (1981)
  • CENTRAL ROUTE
  • Focus on arguments which are of personal
    interest to them
  • PERIPHERAL ROUTE
  • Focus on the context of the message more than the
    message itself

9
Petty Cacioppo (1981)
  • CENTRAL ROUTE
  • Audience motivated to think about the message
  • Focus on quality of arguments
  • Lasting attitude change
  • PERIPHERAL ROUTE
  • Audience not motivated to think about the message
  • Focus on peripheral factors
  • Temporary attitude change

10
ELABORATION-LIKELIHOOD
  • AO2
  • Need for cognition
  • Real-life applications
  • Support for central route processing
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