C1. Hovland-Yale Theory Of Persuasion

Question 1

What does the theory of persuasion predict?

Answer 1

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

Question 2

What is persuasion defined as?

Answer 2

Intentionally influencing a person’s choice of behaviours or attitudes

Question 3

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

Answer 3

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

Question 4

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

Answer 4

Trustworthy and credible.

Question 5

What does credibility come from?

Answer 5

Personal experiences

Question 6

Give an example of a credible communicator

Answer 6

A medical doctor giving health advice

Question 7

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

Answer 7

1. Emotional messages
2. 2 sided arguments

Question 8

What are emotional appeals?

Answer 8

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

Question 9

One example of an emotional appeal?

Answer 9

Quitting cigarettes can prevent lung cancer

Question 10

What are messages with 2 sided arguments?

Answer 10

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

Question 11

Give an example of a 2 sided argument?

Answer 11

Pro: Buzz of nicotine

Con: Lung cancer

Question 12

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

Answer 12

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

Question 13

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

Answer 13

Lower intelligent people

Question 14

Why are lower intelligent people easily persuaded?

Answer 14

As they may not pay attention or fully understand a message