COMM2071Media Audiences & Consumer Behaviour

GROUP PRESENTATION

Topic 25Persuasive Communications: Elaboration Likelihood Model

Design an experiment to test the Elaboration Likelihood Model of Petty and

Cacioppo and discuss your findings.

Agenda

Research The hypothesis The experiment Insights The conclusion Q & A

Research

Happy and Mindless, but Sad and Smart? The Impact of Affective States on Analytic Reasoning (Schwarz and Bless, 1991)

Mood as Input: What We Think About How We Feel Determines How We Think (Martin and Stoner, 1996)

The hypothesis

Individuals who are in bad mood are more likely to apply the central route in cognitive tasks as compared to those in an happy mood.

The experiment

Subjects 150 college students - from the same stream- gender ratio should be equal

The experiment

The students will be told that due to time constraints, they will be participating in two experiments:

Experiment 1Study investigating mood induction procedures

Experiment 2A comprehension passage

The experimentManipulating their mood state

Velten Mood Induction Technique (Velten, 1968)

Each group will be given either a happy or sad 60 self-referent statements to read respectively, while trying to experience the mood depicted by each statement.

The experiment

Manipulation check for mood

Students will be asked to complete alternative forms of the Depression Adjective Checklist (Dublin, 1965) immediately preceding and following the mood induction procedure

The experimentDepression Adjective

Checklist

The experiment

Comprehension Passage

The questions will require the subjects to:

• use their inference skills; • do critical thinking; and

• understand the passage

The experimentAssessment

The results will be assessed based on:

a.The happy and sad individuals based on the Depression Adjective Checklist ;

b.The number of correct answers and if the students are able to give an in-depth explanation to show understanding for experiment 2 based on a marking scheme from 1 to 4 ;

c.If there is a direct relation between a & b.

Insights..Mr Danny BoeyLecturer (Social Psychology and Communication)School of Film and Media StudiesNgee Ann Polytechnic

Interview

Insights..Ms Suja ThomasFormer Lecturer at School of Film and Media Studies, Ngee Ann Polytechnic

Ms Helen NgManager, Mental Health EducationAdult Health DivisionHealth Promotion Board

Former Lecturer for Media and Communication in School of Business, Singapore Polytechnic

The conclusionWhile ELM is a good model, it only seems

to work within a certain circumstances which fulfill certain educational or cultural qualities that will allow the two routes of ELM to be distinctly identified.

ELM may need to be refined to one that includes a more multi-faceted view of persuasive communication taking into consideration of other factors such as mood, feelings, experiences, etc.

Thank you!Questions, anyone?