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

smoking is bad.
The data chosen to analyse was the results of the attention scores and the thoughts processing scores. Through analysing the scores, a comparison can be made as to whether targeting the central or peripheral route of processing will create a larger increase in the attention and thoughts processing scores. If the averaged peripheral scores are larger than the peripheral then this will support the hypothesis and answer the question of; if the central route of processing is targeted when in advertisements, are the thoughts processing and attention scores more likely to increase?

DISCUSSION
DATA AND RESULTS
The graphs displayed are exhibiting the results of the attention and thoughts processing scores when the central route of processing and peripheral route of processing is targeted. The central route was targeted through the cigarette packaging advertisements as there is a supported argument using facts and images of how smoking has a detrimental effect of your health. Thus conveying a strong argument.
The scores for group 1 and group 2 were separated and then categorised into the attention and thoughts processing scores. The scores were averaged and then put into graphs as shown above.
Group 1 were the participants that viewed the central route of processing. The advertisement shown to this group were the packaging that are on cigarette packets. The attention scores shows that the central route of processing resulted in an average of 72/100 after viewing the cigarette packaging advertisements. The peripheral route of processing group scored and average of 52/100. This therefore means that the results are supporting part of the hypothesis through the central route of processing advertisement being more affective, shown with a higher attention score. Targeting the central route processing works in advertisement because it conveys a message in which is based off facts and non-fictional images of the effects that smoking has on the external and internal aspects of the body. This argument is strengthened with research and supporting studies that smoking is bad for you.
Group 2 were the participants that viewed the advertisement that focused on the peripheral route of processing. This group were shown the “Chemo Joe” advertisement in which a camel was used as an icon that was used in the past to promote smoking by looking ‘cool’ when smoking. The thoughts processing scores show that group 1 scored 276/400 and group 2 scored 238/400. This therefore means that the rest hypothesis is further supported through higher thoughts processing scores shown when the central route of processing was targeted. Targeting the peripheral route of processing works because when using this same icon to advertise anti-smoking by showing how it has affect the camel’s life, it uses that pervious attachment people formed of him to persuade the anti-smoking message. However it is not as affective in this instance in comparison to the central route of processing targeted advertisement.
SAMPLE
The sample for this investigation was a class of 28 year 12 psychology students from University Senior College. Group 1 and 2 were randomly selected to get the central route of processing advertisements (group 1) and the peripheral route of processing advertisements (group 2). The random allocation was done by the teacher of the psychology class as they are not conducting the investigation. This eliminates any bias. The population for this is all year 12 students in Australia. This is because the range in age is minimal and they are all in similar situations with studying for year 12. It also means that their attention and thought processing towards the type cigarette advertisements are more likely affect them in a similar way.

INVESTIGATION DESIGN AND METHOD
STRENGTHS
There are multiple strengths of using an experimental design for this investigation. One strength is that if the condition are the same, then the testing and result can be replicated. For example if the same students, time and date, environment, and advertisements were used then the results are most likely to stay the same or change very little. Another strength is that there is maximum control of extraneous variables by randomly allocating the participants for the group. The third strength that the sample results can generalise to the population. This is because the population of all year 12 student in Australia are mostly in a similar time in their life and would respond to the advertisements similarly. This therefore means that the results of which type of advertisement, either targeting peripheral or central route of processing, would affect them.
WEAKNESSES
Weaknesses of an experimental design is that the sample may not represent population. This is because although the population and sample are most likely in the same time and situation in life, the sample is too small to resemble the full population. This could result in the results increasing in the peripheral and the central decreasing. This is as the sample is less than the √population, thus leaving a high chance of variation of individual variables. This weakness connect with the weakness that extraneous variable may interfere if the participants had more variation of individual variables. For example if the sample was randomly selected from the whole school of University Senior College, as there would be more variation of race, age, and gender (the current sample is predominantly females).

ETHICS
There are 5 important ethical principles in need to be considered in an experiment or investigation.

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

investigation.
Another principle is the right to Confidentiality/Anonymity. This means that any information of the participant is confidential. This was achieved in this investigation by giving everyone a randomly selected number out of a hat, in which would be their identification for the results. The fifth principle is accurate reporting of research. This means that the results are not altered or assumed, this was achieved by the recorder of the participants results being non-bias and minimally involved in the investigation.

SUGGESTED IMPROVEMENTS
My first improvement I would apply for this investigating would be to enlarge the sample. A larger sample means that there is a higher chance that the sample is representative of the population, enabling a generalisation of the results to be made. A larger sample also enables more groups to be formed. This is the second improvement I would make. By adding a second peripheral and central route of processing group in which will view different advertisements, there is more variation in the testing. This therefore means that the sample covers more variables, making a generalisation more accurate.
Another improvement I would make is the time of day in which I would conduct the testing. For example; if the testing was conducted in the afternoon, the participants would have just come back from a break, thus increasing the chance of experiencing smoking through other people or themselves. This could change the results as the participants’ thoughts and feelings towards smoking have been renewed by the experience, therefore making their opinion of smoking stronger.