126670
Description
Flashcards by OliviaBridge, updated more than 1 year ago
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Created by OliviaBridge
almost 11 years ago
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| Question | Answer |
| Outline the 3 factors of effective communication. | Source Message Audience |
| Who are more effective persuaders? | Experts Popular, attractive sources |
| Why are experts effective sources for persuasion? | More credible |
| What did research conducted by Boehner & Insko find? | When students were asked to indicate how much sleep is required - they gave answers closer to that of the experts showing that the expert had a greater in terms of persuasion |
| When are messages of persuasion most effective? | When we believe there not intended to persuade |
| What level of fear is most effective? | Moderate levels |
| Which type of audiences are least easy to persuade? | Low & high intelligence (in the particular subject) |
| What do intelligent audiences require? | Both sides of the argument to be presented |
| What age range is most susceptible to persuasion? | Younger people - children |
| What age range is most susceptible to persuasion? | Younger people - children |
| What age range is most susceptible to persuasion? | Younger people - children |
| Why are Hovlands samples unrepresentative? (AO2) | Samples used by Hovland were army personnel and students who are untypical of the general population = lacks generalisability and population validity |
| What did Hume suggest about celebrity endorsement? (AO2) | Celebrities are not as effective as Hovland makes out - doesn't significantly increase persuasion - simply overshadow the product |
| How is effective communication achieved according to the Hovland - Yale model? | Effective communication is achieved by focusing on 'who says what to whom' |
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