C1. Hovland-Yale Theory Of Persuasion Flashcards

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1
Q

What does the theory of persuasion predict?

A

How people change their attitudes and behaviour in response to a message

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2
Q

What is persuasion defined as?

A

Intentionally influencing a person’s choice of behaviours or attitudes

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3
Q

What are the 3 main factors of the theory of persuasion?

A
  1. The communicator (source)
  2. The recipient (audience)
  3. The communication (message)
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4
Q

What does the communicator need to be for the health message to be effective?

A

Trustworthy and credible.

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5
Q

What does credibility come from?

A

Personal experiences

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6
Q

Give an example of a credible communicator

A

A medical doctor giving health advice

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7
Q

What 2 key factors can make the message more or less persuasive?

A
  1. Emotional messages
  2. 2 sided arguments
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8
Q

What are emotional appeals?

A

Health messages with a fear related threat than can change behaviour.

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9
Q

One example of an emotional appeal?

A

Quitting cigarettes can prevent lung cancer

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10
Q

What are messages with 2 sided arguments?

A

A message that says there are pros and cons to the behaviour.

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11
Q

Give an example of a 2 sided argument?

A

Pro: Buzz of nicotine

Con: Lung cancer

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12
Q

What 3 characteristics of the recipient affect their response to persuasion?

A
  1. Gender, age
  2. IQ, personality and self esteem
  3. Their need for cognition
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13
Q

Who is more likely to be persuaded highly intelligent people or lower intelligent people?

A

Lower intelligent people

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14
Q

Why are lower intelligent people easily persuaded?

A

As they may not pay attention or fully understand a message

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