C1- Theories of Persuasion

Question 1

3 Theories of persuasion

Answer 1

• Hovland- Yale theory
• Fear arousal theory
• Elaboration likelihood model

Question 2

Hovland- Yale theory of persuasion

Answer 2

3 main factors to change behaviour
- The communicator (source)
- The communication (message)
- The recipients (audience)

Question 3

The communicator
(source)

Answer 3

• a communicator is more persuasive when they are perceived as credible
• greater credibility when they’re experts
• credibility derived from experience

Question 4

The communication
(message)
- 2 factors

Answer 4

emotional appeal
- fear related threat can change behaviour if there is an explanation of how to avoid

2 sided argument
- an anti-smoking message should contain + and -
- a one sided argument is biased and therefore less persuasive

Question 5

The recipients
(audience)

Answer 5

• highly intelligent people are less easily persuaded
• people lacking self-esteem are easily persuaded

Question 6

Evaluation
- strength

Answer 6

Research support
- a study showed groups of participants were more persuaded by threatening messages ‘you might get cancer’ with a suggestion it is possible to quit

Question 7

Evaluation
- weakness

Answer 7

Role of self-esteem
- a study showed people with high self-esteem are more easily persuaded just less willing to admit to it

Question 8

Fear arousal theory

Answer 8

argued that persuasion messages can change behaviour if they arouse fear in people

Question 9

Fear
- negative reinforcement

Answer 9

fear motivates us to change as it creates unpleasant arousal
We change our behaviour to avoid the unpleasant fear arousal

Question 10

Fear- behaviour relationship

Answer 10

no fear arousal = no behavioural change

moderate fear arousal = change in behaviour

too much fear arousal = no behavioural change

Question 11

Evaluation
- strength

Answer 11

Research Support
- fear is an important motivator
- a study showed arousing fear about tetanus caused people to get vaccinated
- validity and practical use

Question 12

Evaluation
- weakness

Answer 12

Mixed evidence:
- others suggest more fear = more likely to change behaviour, and that it doesn’t decrease when there is too much fear
- low validity

Question 13

Elaboration likelihood model

Answer 13

• 2 ways to persuade behaviour change

Question 14

1. Central Route
   - high elaboration

Answer 14

the information given is personalised and highly relevant to the individual so it interests them and motivates change

Question 15

2. Peripheral Route ability
   - low elaboration

Answer 15

the information isn’t processed as its not relevant but it may be looked at if it is attractive/pretty

Question 16

High elaboration

Answer 16

messaged is processed in detail

Question 17

Low elaboration

Answer 17

evaluation of message is minimal

Question 18

Factors of influence

Answer 18

Determines which route to use:
- relevance of message
- need for cognition
- where source is pointing

Question 19

Individual differences

Answer 19

people differ in their ability and motivation to process a message centrally

High NFC = Central route
Low NFC = peripheral route

Question 20

Evaluation
- strength

Answer 20

Practical application
- can make health messages more persuasive
- study showed using both central and peripheral routes is most effective
- helps audience to process message and appeals to hard- to- reach groups

Question 21

Evaluation
- weakness

Answer 21

Poor explanatory power
- ELM offers 2 routes but doesn’t explain why or how, lacks theory of psychological processes involved
- hard to use ELM to predict behaviour change