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COMM2071

Media Audiences
& Consumer Behaviour

GROUP PRESENTATION
Topic 25
Persuasive 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 1
Study investigating mood induction
procedures

Experiment 2
A comprehension passage
The
experiment
Manipulating 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
experiment
Depression 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
experiment
Assessment
The results will be assessed based on:
•The happy and sad individuals based on the
Depression Adjective Checklist ;

•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 ;

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


Insights..
Mr Danny Boey
Lecturer
(Social Psychology and Communication)
School of Film and Media Studies
Ngee Ann Polytechnic

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

Ms Helen Ng
Manager, Mental Health Education
Adult Health Division
Health Promotion Board

Former Lecturer for Media and


Communication in School of Business,
Singapore Polytechnic
The
conclusion
While 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.
Questions,
Thank you! anyone?