The Message Learning Approach to Persuasion

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Presentation transcript:

The Message Learning Approach to Persuasion Source factors Message factors Recipient factors Medium factors

Lee jeans advertisement

Using a complex message

Type of source effect depends on type of message effects Persuasion 81 66 46 58 Complex message Simple message Expert source Attractive source

An example of a two-sided message

Rational versus emotional appeals 3.09 -2.02 Rational Appeal Emotional Need for Cognition .44 .15 Persuasiveness Beliefs Overall evaluation Need for Cognition

Likelihood of danger, coping effectiveness, and self-efficacy Intention to quit smoking High likelihood Low likelihood High Low Self-efficacy Self-efficacy High Low Self-efficacy Self-efficacy high coping effectiveness low coping effectiveness

Example of an ad using both emotion and fear

McGuire’s theory of personality Very Likely Not at All Low High Yielding to the message recognition of the message Likelihood of response acceptance of advocacy (a combination of recognition and yielding processes) Recipient Characteristic (e.g., intelligence, self-esteem)

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