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Persuasion, Attitude and Change Persuasion and attitude change Attitudes and decision making Effectiveness of Television 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) Persuasion and Attitude Change • Changing attitudes = changing behaviour • Psychologists look at the SCIENCE OF PERSUASION THE HOVLAND-YALE MODEL ELABORATION -LIKELIHOOD 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 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 Methodological Problems • What problems are there with the Hovland-Yale approach? ELABORATION-LIKELIHOOD • Petty & Cacioppo (1981) • Two different routes to persuasive communication • A) Focus on message • B) Focus on other factors (how attractive/creditable the source appears to be) 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 Petty & Cacioppo (1981) • CENTRAL ROUTE • PERIPHERAL ROUTE • Audience motivated to think about the message • Focus on quality of arguments • Lasting attitude change • Audience not motivated to think about the message • Focus on peripheral factors • Temporary attitude change ELABORATION-LIKELIHOOD • AO2………… • Need for cognition • Real-life applications • Support for central route processing