C1: Hovland-Yale theory of persuasion

Question 1

According to the Hovland-Yale theory, what makes a communicator more persuasive?

Answer 1

A communicator is more persuasive when they are perceived as credible, which can come from expertise or personal experience

Question 2

How does personal experience contribute to the credibility of a communicator?

Answer 2

Personal experience, such as someone who has overcome a specific problem, makes the communicator more relatable and believable to the audience.

Question 3

What role does emotional appeal play in the persuasiveness of a message?

Answer 3

Emotional appeal, especially fear-related threats, can change behavior if the message also explains how to avoid the negative outcomes.

Question 4

(Communication)How does a two-sided argument influence the persuasiveness of a message?

Answer 4

A two-sided argument, which acknowledges both the pros and cons, is more persuasive to a well-informed audience, as it appears less biased.

Question 5

How does intelligence affect a recipient’s likelihood of being persuaded?

Answer 5

Highly intelligent people are less easy to persuade because they can critically analyze complex messages, whereas those with lower intelligence may not fully understand the message.

Question 6

What role does self-esteem play in persuasion?

Answer 6

People with low self-esteem are more easily persuaded than those with high self-esteem, as they are more open to accepting persuasive messages.