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Political Commercials
Sample TV commercials from 1960, 1980, 1984, and 2004 presidential elections.
Election A ds.wpl
MESSAGE FACTORS
Order of arguments One- vs.two-sided High vs. low fear Rational vs. emotional
AUDIENCE FACTORS
Action achange
Among smokers, cell division stops 32% earlier than among non-smokers
Smoking causes -- accelerated aging -- lung cancer -- heart disease -- emphysema -- birth defects
Stop Smoking
The lecture that you will read is about sleep research. It was delivered by a physiological psychologist who agreed to participate in this study. He is a faculty member in the Psychology Department who has been doing research on sleep for the past five years. He has published a number of journal articles on sleep and is currently completing a book on the subject.
Persuasive Message In recent years, there has been a considerable amount of research on the nature and function of sleep. Recently there have been some important discoveries about sleep and I want to tell you about them. You may find many of the things that I'll tell you quite novel because they go against conventional ideas--even against some of the classic psychological theories about sleep. Let me present this research to you by first telling you my overall conclusion. This is that you are probably sleeping too much. It is not necessary for the average person to sleep the eight hours each night that we have all been taught to believe is best. In fact, psychological research demonstrates the overall superiority of only about three hours for the average person provided that these hours are of a very special type. As I will explain, there is really no danger in cutting down sleep to three hours (if you do it in a certain way), and there certainly are some advantages. I would like to review for you the evidence that leads me to this conclusion. I will make six main points.
To summarize most people are sleeping their lives away. My recommendation to the average person is that he or she make the effort to learn more about how sleep really works. Then he could benefit considerably if he developed a living and napping pattern that involves only about three hours of sleep during each 24.
Message Opposed to Fraternities: Attitudes of Fraternity Members (Festinger & Maccoby, 1974)
30
PERSUASION CONTEXT Source factors Message factors Channel factors Receiver factors
Counter-Arguments and Attitude Toward Tuition Increase (Osterhouse & Brock, 1970)
1.6
Attitude
40 35
Counter-arguments
25
Counterarguments
20 15 10
None
Moderate
High
Degree of Distraction
Attitude
30
Distraction: Ps call out which of 4 lights come on. 12/min vs. 24/min.
her
al M
od
Personal relevance
Motivated to process?
Need for cognition
no no
yes
Distraction
Ability to process?
Message repetition
no
Credible source
yes
Nature of Cognitive Processing:
(initial attitude, argument quality)
yes
Nature of Peripheral Cue Neither or neutral thoughts predominate
Positive
(high credibility)
Negative
(low credibility)
Cognitive Structure Change New positive beliefs become accessible New negative beliefs become accessible
Central Central positive negative attitude change attitude change New attitude is enduring, resistant, and predictive of behavior
The National Scholarship Achievement Board recently revealed the results of a five-year study conducted on the effectiveness of comprehensive exams at Duke University. The results of the study showed that since the comprehensive exam has been introduced at Duke, the grade point average of undergraduates has increased by 31%. At comparable schools without the exams, grades increased by only 8% over the same period. The prospect of a comprehensive exam clearly seems to be effective in challenging students to work harder and faculty to teach more effectively. It is likely that the benefits observed at Duke University could also be observed at other universities that adopt the exam policy.
The National Scholarship Achievement Board recently revealed the results of a five-year study conducted on the effectiveness of comprehensive exams at Duke University. One major finding was that student anxiety had increased by 31%. At comparable schools without the exam, anxiety increased by only 8%. The Board reasoned that anxiety over the exams, or fear or failure, would motivate students to study more in their courses while they were taking them. It is likely that this increase in anxiety observed at Duke University would also be observed, and be of benefit, at other universities that adopt the exam policy.
Postmessage Attitudes Toward 20% Tuition Increase (Petty, Well, & Brock, 1976)
Attitude
Distraction
Attitude