The Psychology of Media and Communication (6464EC03Y_2324_S1)
Samenvatting
Summary The Psychology of Influence Pligt & Vliek- The Psychology of Media and Communication (6464EC03Y_2324_S1)
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Vak
The Psychology of Media and Communication (6464EC03Y_2324_S1)
Instelling
Universiteit Leiden (UL)
Boek
The Psychology of Influence
This is a summary of the book The Psychology of Influence by van der Pligt and Vliek for the course Psychology of Media and Communication. It includes all the chapters from the book.
My grade for the course was an 9,7 :)
Samenvatting The Psychology of Influence - The Psychology of Media and Communication (6463PS032Y)
Extensive summary of The Psychology of Influence Pligt & Vliek - The Psychology of Media and Communication (6464EC03Y_2324_S1)
Persuasive Communication: Full Summary of Learning Objectives and Book
Alles voor dit studieboek (33)
Geschreven voor
Universiteit Leiden (UL)
Master economic and consumer psychology
The Psychology of Media and Communication (6464EC03Y_2324_S1)
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xpriscil
Voorbeeld van de inhoud
PSYCHOLOGY OF MEDIA & COMMUNICATION – SUMMARY
LECTURE 1: INTRODUCTION AND INFLUENCE
CHAPTER 1: INFLUENCE Definition, history and model
INTRODUCTION
Advertising: calling attention to something or notify and warn people through public mediums.
- Information in many forms is used to accomplish this television dominant advertising medium.
BRIEF HISTORY OF INFLUENCE RESEARCH
Attitudes
Industrial revolution led to availability of more products + services increasing interest in persuasion.
Emphasis in research first on linguistics (form + meaning), then on process analysis (process involved in
persuasion)
Lasswell's model of communication (1948), "who says what in which channel to whom, with what effect,"
Hovland's 4-step process model of persuasion
1. ATTENTION: pay attention to information in message
2. UNDERSTANDING: of message
3. ACCEPTANCE: of message by recipient and change their attitude accordingly
4. RETENTION: of new attitude to influence behaviour permanently
Factors that influence the likelihood of completion of the model are:
- source of information, recipients’ willingness to pay attention, content of the message
Together these steps and factors form the Yale model of persuasion
Yale model of persuasion
- Characteristics of message source, message content and recipient influenced attitude change
- Limitations: focuses on motivated people but does not delve into the process or its impact fails to
explain how the recipient processes the information.
Factors Affecting Persuasion
- Recipient's willingness to pay attention
- Relevance of message.
- Existing attitudes new messages aligning with existing attitudes are more persuasive.
Cognitive Response Theory Greenwald (1968)
How information processing affects attitudes.
- Interim processes determine whether attitudes and behavior will change.
,Advertising and influence
AIDA model by Strong (1925)
How a recipient can be influenced
Attention, Interest, Desire, Action
- Extended by adding an 'S' for 'Satisfaction' (AIDAS) to ensure customer loyalty and repeat purchases.
Non-Sequential Process: 4 steps occur in parallel, and some steps may be skipped.
Assumes that people allocate time and attention to the information, which may not always be the case.
Passivity Assumption: views the recipient of advertising as passive, in contrast to most contemporary
psychological models of influence.
CONTENT OF THIS BOOK
, CHAPTER 2: ATTITUDES & BEHAVIOUR
INTRODUCTION
Influence attempts focus on changing attitudes, hoping this will alter behaviour.
Attitudes refer to evaluative responses ––positive or negative –– to a stimulus, the attitude object.
- Can be a person, organisation, situation, product or idea.
ATTITUDES, ATTITUDE FORMATION & BEHAVIOUR
Attitudes are hard to measure, because it is a latent construct: the actual attitude is not directly
observable, and has to be inferred from visible responses induced by the attitude object.
3 components of attitudes
1. Cognitive response: beliefs, opinions thoughts aroused by characteristics of the attitude object
2. Affective response: feelings, emotions feelings an object elicits, either expressed or in the form of a
physiological response. They are instinctive and often coincide with cognitions.
3. Behavioural response: actions, conduct things like consumer buying
Each of the 3 components – cognition, affect and behaviour – manifests an evaluative response
Components can contradict each other
Weight of underlying components can vary: some attitudes are primarily the product of the affective
response, other attitudes are more reasoned.
Behavior can influence cognitive and affective responses, and vice versa, leading to changes in attitudes.
- Behaviour is often a consequence of the cognitive and affective response (unbroken arrows)
- But behaviour can influence them too (dotted arrows)
REASONED AND INTUITIVE ATTITUDES
Distinction Between Reasoned and Instinctive Attitudes:
- Reasoned attitudes: conscious consideration of costs + benefits, in-depth evaluation of attitude object.
- Instinctive attitudes: less reasoned and involve superficial information processing.
Dual-process models describe 2 paths for information processing high or a low degree of thought
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