Psya4 Med Hovland Yale

Front 1

Persuasiveness of the media
H_-Y_ model

Back 1

Hovland Yale model

Front 2

Hovland Yale model, thought up by Hovland and Yale, what things are key in persuasion?

Back 2

Source of message, message (fear, one v two), Audience

Hint 2

S-, M- (f-, o- v t-), A-

Front 3

SOURCE – P- and C- when?

Back 3

Petty and Cacioppo 1986

Front 4

What communicators more persuasive according to Petty and Cacioppo 1986?

Back 4

Attractive more than non

Front 5

B- and I- when?

Back 5

Bochner and Insko 1966

Front 6

Bochner and Insko 1966 exposed people to an e or non-e- talking about s- and then?

Back 6

Expert v non-expert, asked how much sleep they think they need

Front 7

Bochner and Insko 1966 found what?

Back 7

Moderate argument (7hrs) no difference, but extreme (just 1hr) was found that expert group more convinced

Front 8

Bochner and Insko 1966 expert group suggested how many hours? Non-expert how many?

Back 8

5.9 for expert, 6.7 for non

Front 9

AO2 – O’M- and M—n-gh-n when?

Back 9

O’Mahony and Meenaghan 1997

Front 10

O’Mahony and Meenaghan 1997 found that celeb endorsements what?

Back 10

Aren’t actually regarded as particularly convincing or believable

Hint 10

Aren’t great

Front 11

H- when?

Back 11

Hume, 1992

Hint 11

H- after his death, 1992

Front 12

Hume, 1992 suggested what?

Back 12

The same as O’Mahony and Meenaghan, and celebs can overshadow products –

Front 13

Give an example of celeb overshadowing

Back 13

Johnny Vegas and Monkey for ITV Digital

Front 14

MESSAGE FEAR– J- and F- when?

Back 14

Janis and Feshback 1953

Hint 14

EARLY study –fifties

Front 15

Janis and Feshback 1953 hosted a talk about what and method?

Back 15

Teeth decay, high and moderate fear (graphics etc)

Front 16

Janis and Feshback 1953 – a week later tested for dental hygiene- found what?

Back 16

High fear group most worried, least likely to change behaviour

Front 17

M-G- when?

Back 17

McGuire 1968

Hint 17

McG- sixties

Front 18

McGuire 1968 found that low levels of fear what, and high what?

Back 18

Low levels don’t motivate, but high fear can rebound

Front 19

AO2 – Australia ran a drug campaign, rel high fear but emphasised choice and opps for positive attitude change. What was found?

Back 19

78 percent of 13-24yr olds felt the campaign changed their perception on drugs

Front 20

P- and S-

Back 20

Putwain and Symes 2011

Front 21

Putwain and Symes 2011 investigated classroom fear appeals in upcoming exams. Found what?

Back 21

When students exposed to MASTERY fear appeal (included advice about how best to deal with time before hand) there was positive relation to exam performance. When they were perceived as threatening, there was a negative relation.

Hint 21

MASTERY (advice about how to do well), THREATENING

Front 22

ONE-SIDED V TWO-SIDED – McG- and P-p-g------ when?

Back 22

McGuire and Papageorgis 1961

Hint 22

Pizzeria sounding name, same time as first bobo-doll study

Front 23

McGuire and Papageorgis 1961 – One group given message about toothbrushing after every meal good, other heard a balanced two sided view of merits. Two days later, both groups’ ideas attacked, found what?

Back 23

Those receiving two sided resistant to later arguments

Front 24

One-sided arguments are better when? Two things

Back 24

audience already disposed to message receiving, and lower in intelligence

Front 25

Two sided arguments are better when? Two things

Back 25

Audience undecided (message sent has to be emphasised more than other side), and group higher in intelligence

Front 26

McGuire wrote extra when?

Back 26

1964

Front 27

McGuire called two sided argument technique what?

Back 27

Inoculation

Front 28

Audience – Age?

Back 28

Younger seem to be more susceptible to persuasion than adults

Front 29

L- when?

Back 29

Loftus 2003

Hint 29

CAR CRASH 11 years ago

Front 30

Loftus 2003 identified how children what?

Back 30

Can be misled in child abuse cases – memories altered etc

Front 31

M- when?

Back 31

Martin, 1997

Hint 31

Dad, year after me

Front 32

Martin 1997 found that older children on average what?

Back 32

Had a good understanding of persuasive intent than younger children

Front 33

GENDER – Seems what?

Back 33

Women more susceptible.

Front 34

E- and C- when?

Back 34

Eagly and Carli 1981

Hint 34

80s

Front 35

Eagly and Carli 1981 explained this gender difference as..?

Back 35

A difference in socialisation – socialised to conform

Front 36

However, S- and McD- when?

Back 36

Sistrunk and McDavid 1971

Hint 36

ten years earlier

Front 37

Sistrunk and McDavid 1971 claimed that women were more likely to be persuaded why?

Back 37

Because it was male-orientated products –

Front 38

Who agreed with Sistrunk and McDavid? K-r---n—k

Back 38

Karabenick 1983 – twelve years after Sistrunk etc

Front 39

Karabenick 1983 found what?

Back 39

Men more influenced in feminine content, women more with masculine