Theories of persuasion

Question 1

how many theories of persuasion is there and what are they

Answer 1

3
-Hovland and Yale theory
-fear-arousal theory
-elaboration theory

Question 2

Hovland and Yale theory

Answer 2

-we assume that docs know what they are talking about
-experienced people have their POV seriously

Question 3

Hovland and Yale theory
the communication

Answer 3

-the messanger should provide hope and treatment
-should have emotional appeal
-include both sides of the argument

Question 4

Hovland and Yale theory
The recipient

Answer 4

-people with high inteligence are more likely to not be persuaded
-those who are less likely to not be persuaded

Question 5

eval of the Hovland and Yale theory

Answer 5

+model has real life application
+sudie shows that high treatment and high hope was most effective
-studie shows people with high self esteem were more persuaded than low self-esteem unlike what the model states. could mean there is a curviliner relationship.

Question 6

fear arousal theory
Dollard + Miller

Answer 6

-messages are most effective when they arouse fear in the recipient
-fear is a drive which motivates behaviour
-change in behaviour reduces this unpleasant sensation (neg reinforcement)

Question 7

fear arousal theory
Janis + Feshback

Answer 7

-fear arousal and behaviour change is curviliner

Question 8

eval of fear arousal

Answer 8

+studies show that moderate fear had a positive effect on tetanus injections update in students
-in meta analysis found high fear was most effective suggesting it doesnt always lead to dinial
-health campaigns may not be using fera aas possible it may be discust through images.

Question 9

elaborational liklihood model
central route

Answer 9

-may be persuaded by the message itself as after processing the content in detail.
-high elab because i feel deeply about the message
-route is direct form of persuasion as it is focused on the message content
-long term change

Question 10

elaboration liklihood model
peripheral route

Answer 10

-dont process the message itself as of the lack of interest/time
-low elab as not thinking deeply
-persuasion still possible by the attractiveness
-indirect
-short-term change

Question 11

elaboration liklihood model
factors of influence

Answer 11

-relevent low level of influence
-time and attention
role of celeb- may draw attention to message- may talk about personal experience

Question 12

elaboration liklihood model
individual differences

Answer 12

-need for cognition- some people naturally have a need for high cognition. they enjoy arguments and more likely to be perauded by the central route