"Discuss the Relationship Between Persuasion and Attitude Change" (Media Psychology)

Discuss the relationship between persuasion and placement miscellany (25 marks) Carl Hovland et al. created the Hovland-Yale model which studied the relationship between persuasion and attitude modification, the research focused on the communicator, the content of the message and the recipient role of the message as they were considered the key features in effective persuasion. reservoir factors atomic number 18 influential in toll of persuasion, and it was found that conjectural experts are a powerful consultation when it comes to persuasion. This was demonstrated in a prove by Insko (1966) who asked students to indicate how much quietness was required to maintain a good health, however their decisions were swayed more(prenominal) than than when exposed to an opinion of an expert or else than a non-expert. Inskos depicted object shows that expert opinions has more effect on persuasion, due to their credibility and knowledge. The same conclusion was found in another chew over by Morton and Campbell (2008) who examined the effect of information reference on a peers attitude toward an unfamiliar child with autism and more favorable attitudes were reported towards the child when the information was provided by an expert inauguration like a doctor, rather than a familial source like a parent.

It is also said that the more irresistible and popular the source is, the more effective it would be on attitude change. However, Benoit (1987) found that an attractive source didnt produce a significant attitude change in a study that was based on a topic that was of high personalised importance of the participants. This shows that the theory that attractive and popular sources are more effective are very limited in terms of studies and evidence that can support this. In terms of source factors, there is more substantial evidence that expert sources are more operative in persuasion and attitude change rather than attractive sources. The Hovland-Yale model also found that messages were more effective if they created a moderate level of fear rather than a... If you want to get a full essay, order it on our website: Orderessay

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