Joe Chemo: A Case Study Of Persuasion Essay

INTRODUCTION

This investigation analysed the results of 28 year 12 students in a persuasion research program, displaying the change in attitudes through the conduction of anti-smoking messages in advertisements to persuade people not to smoke.

The design is experimental as the results are self-reported and numerical. The 28 students were separated into two randomly allocated groups in which viewed different anti-smoking advertisement. One displaying the packaging on cigarette packets which targeted the central route of processing. The other advertisement was of “Joe Chemo” in which targeted the peripheral route of processing. The hypothesis in which will be aimed to support is; When participants viewed the advertisement targeting the central route of processing, the thought processing and attention scores will increase in comparison to participants who viewed the advertisement targeting the peripheral route of processing. This is because when the central route of processing is targeted there is a high level of elaboration therefore making the argument stronger and persuading the audience that

The first ethical principle is informed consent. This investigation valued informed consent by debriefing the process the participants were going to go through before the testing began, secured with a consent form that included the details of the investigation was signed by the participants. The participants had the option to participate which meant no consequence would apply if they did not participate; this is the second principle of voluntary participation. The participants were also given the freedom to withdraw from the testing at any time, for any reason. This is the third principle of the right to withdraw. This principle enables the participant to be aware that if they are not comfortable at any point of the testing, then they can withdraw from the