Summary info:
Red = important definitions / theories / model
Blue = sub-definitions / enumeration
Red vs Green = negative vs positive (e.g., weakness vs strength)
Highlighted = came by in the okt 2025 exam (for what I can remember)
Heel veel vragen over persuasion (system 1) & automatic/heuristic (system 2)
Lecture 1 (CH 1, 2 & 3)
Course goal:
Psychological perspective on influence, media and communication in non-commercial
settings
Different forms of projecting:
- Billboards & posters
- Websites
- Brochures
Different approaches:
- A part of environment (somewhere outside for example)
- Fun and subtle (piano stairs, speed limit smile, nudging the fly in the toilet)
→ Persuasive message can be broadly defined…, from small nudges, to billboards, to
elaborate information brochures
… and via all possible media, from traditional media (videos and posters) to online
campaigns or elements in environment
There are many ways to communicate the same information:
- make it fun
- ask
- with humor
- shock
- at the place and time of possible undesired behavior
- inform
,Many factors influence how persuasive your message is:
Yale model of persuasion = a process model saying that who says what to what (e.g.,
source, content, and recipient factors) drive a couple of steps (attention → understanding →
acceptance → retention) that ultimately shape attitudes and sometimes behavior
- retention = iets behouden → only motivated people will take in information
1. Attention: If the audience doesn’t notice the message, nothing else happens →
attention is more likely when the topic feels important and/or the source makes you
look up
2. Understanding: the message must be clear enough to grasp → otherwise people
can;t evaluate or use it
3. Acceptance: once understood, the audience may endorse or reject it → source
credibility/expertise and fit with existing attitudes are big levers here
4. Retention: For influence to last (and guide behavior later), the new attitudes need to
be remembered
Applying the Yale model:
Example: designing a health message
- Source: choose a trusted expertise (e.g., physician body) → boost attention and
acceptance
- Content: make the core claim simple and concrete → aids understanding
- Recipient: connect to concerns they already value (e.g., protecting family) →
increases initial attention and acceptance
- Retention aids: reminders/follow-ups so the attitude is there when action is needed
Goal of the message
Based on problem definition
- what a persuasive message aims to change
- think about what you know about it (e.g., attitude change)
,Difference between parts of the process model
- awareness is not attitude change
- attitudes are not intentions
- intentions are not behavior
Elaboration Likelihood Model
* Question about system 1 vs system 2, mostly about persuasion cases (so use
system 2) and unconsciously influence people with heuristics (so system 1)
Processing a message
Motivation and abilities or receivers
- involvement, relevance, cognitive busyness
- which attitude they have: reasoned/intuitive
, Also highly relevant to media use
- which medium should you choose
* Exam question about what type of attention needed for persuading / convincing someone
Persuasion:
- quality or arguments?
- primacy or recency effects?
- repetition (from multiple sources)?
- credibility of the sources?
- what really matters to people?
→ focus on surface features (e.g., ‘experts’ in campaigns)
figures of speech
- rhetoric question (more to make a point instead of really wanting an answer)
- rhymes
- hyperbole (exaggerated, not meant to be taken literally)
- eufemism
framing
Impact of type of frame
- loss vs. gain frame
- prevention vs. promotion focus
(e.g., preventing illness vs. promoting health)
Red = important definitions / theories / model
Blue = sub-definitions / enumeration
Red vs Green = negative vs positive (e.g., weakness vs strength)
Highlighted = came by in the okt 2025 exam (for what I can remember)
Heel veel vragen over persuasion (system 1) & automatic/heuristic (system 2)
Lecture 1 (CH 1, 2 & 3)
Course goal:
Psychological perspective on influence, media and communication in non-commercial
settings
Different forms of projecting:
- Billboards & posters
- Websites
- Brochures
Different approaches:
- A part of environment (somewhere outside for example)
- Fun and subtle (piano stairs, speed limit smile, nudging the fly in the toilet)
→ Persuasive message can be broadly defined…, from small nudges, to billboards, to
elaborate information brochures
… and via all possible media, from traditional media (videos and posters) to online
campaigns or elements in environment
There are many ways to communicate the same information:
- make it fun
- ask
- with humor
- shock
- at the place and time of possible undesired behavior
- inform
,Many factors influence how persuasive your message is:
Yale model of persuasion = a process model saying that who says what to what (e.g.,
source, content, and recipient factors) drive a couple of steps (attention → understanding →
acceptance → retention) that ultimately shape attitudes and sometimes behavior
- retention = iets behouden → only motivated people will take in information
1. Attention: If the audience doesn’t notice the message, nothing else happens →
attention is more likely when the topic feels important and/or the source makes you
look up
2. Understanding: the message must be clear enough to grasp → otherwise people
can;t evaluate or use it
3. Acceptance: once understood, the audience may endorse or reject it → source
credibility/expertise and fit with existing attitudes are big levers here
4. Retention: For influence to last (and guide behavior later), the new attitudes need to
be remembered
Applying the Yale model:
Example: designing a health message
- Source: choose a trusted expertise (e.g., physician body) → boost attention and
acceptance
- Content: make the core claim simple and concrete → aids understanding
- Recipient: connect to concerns they already value (e.g., protecting family) →
increases initial attention and acceptance
- Retention aids: reminders/follow-ups so the attitude is there when action is needed
Goal of the message
Based on problem definition
- what a persuasive message aims to change
- think about what you know about it (e.g., attitude change)
,Difference between parts of the process model
- awareness is not attitude change
- attitudes are not intentions
- intentions are not behavior
Elaboration Likelihood Model
* Question about system 1 vs system 2, mostly about persuasion cases (so use
system 2) and unconsciously influence people with heuristics (so system 1)
Processing a message
Motivation and abilities or receivers
- involvement, relevance, cognitive busyness
- which attitude they have: reasoned/intuitive
, Also highly relevant to media use
- which medium should you choose
* Exam question about what type of attention needed for persuading / convincing someone
Persuasion:
- quality or arguments?
- primacy or recency effects?
- repetition (from multiple sources)?
- credibility of the sources?
- what really matters to people?
→ focus on surface features (e.g., ‘experts’ in campaigns)
figures of speech
- rhetoric question (more to make a point instead of really wanting an answer)
- rhymes
- hyperbole (exaggerated, not meant to be taken literally)
- eufemism
framing
Impact of type of frame
- loss vs. gain frame
- prevention vs. promotion focus
(e.g., preventing illness vs. promoting health)
