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

2. Lee jeans advertisement

3. Using a complex message

4. Type of source effect depends on type of message effects
Persuasion
Complex message Simple message
Expert source
Attractive source

5. An example of a two-sided message

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

7. 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

8. Example of an ad using both emotion and fear

9. 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)