Unit 3 Health Psychology- C1 Theories of persuasion
42 views 1 purchase
Course
Unit 3-Health psychology
Institution
PEARSON (PEARSON)
Notes that helped me to achieve a distinction star. Created using the mark scheme, the Pearson 2017 Applied psychology book and extra notes made in class.
C1 Hovland-yale theory of persuasion
● Argues that there are three main factors that contribute to whether a message persuades people to change their
attitudes/behaviour
● Whether a message persuades people to change their behaviour depends not just on the message itself (the
communication) but in who gives it (the communicator) and who receives it (the recipients)
The communicator (source)
● A communicator is more persuasive when they’re perceived as attractive or credible (believable)
● Thought to be experts- more credible e.g. an anti smoking campaign/medical doctor on health related issues
● Credibility is also derived from personal experience e.g. someone whos taken drugs could speak persuasively to
young people about the dangers
, theory of persuasion continued...
The communication(message)
● Two factors: emotional appeal and whether the argument presented is two sided or not
Emotional appeal:
● Health messages that include a fear related threat can change behaviour (recipient has to believe negative
outcomes can be avoided)
Whether the argument presented is two sided or not:
● Anti smoking message could explain dangers of smoking or it could point out smoking brings pleasure+other
benefits as well
There is an interaction between the communication and the recipient-
● a well informed audience that know both sides of the argument
● would find one-sided presentation bias and therefore less persuasive
The recipients (audience)
● High intelligence- less easy to persuade
● They have the cognitive resources to process even complex messages (so resist persuasion)
● Low intelligence are persuadable because they don't fully understand the message/dont pay full attention to it
● Low self-esteem means someone is more easily persuaded than people who have high levels (who tend to resist
persuasive messages)
● Means health campaigns should target people with low self-esteem for greater success
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller TeeBott04. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $4.03. You're not tied to anything after your purchase.
