The Psychology Underlying Media-Based Persuasion

Robin L. Nabi and Emily Moyer-Gusé

in The Oxford Handbook of Media Psychology

Published in print December 2012 | ISBN: 9780195398809
Published online January 2013 | | DOI:

Series: Oxford Library of Psychology

The Psychology Underlying Media-Based Persuasion


Attempts at persuasion are as ubiquitous as the media often used to disseminate them. However, to explore persuasion in the context of media, we must first consider the psychological processes and mechanisms that underlie persuasive effects generally, and then assess how those strategies might apply in both traditional as well as more innovative media. This chapter overviews three dominant frameworks of persuasion (cognitive response models, expectancy value theories, and emotional appeals), along with three more subtle forms of influence (framing, narrative, and product placement) to explore how psychological theory and media effects research intersect to shed light on media-based persuasive influence.

Keywords: cognitive response; emotion; expectancy value theories; framing; media effects; narrative; persuasion; product placement

Article.  12794 words. 

Subjects: Psychology ; Social Psychology

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