Hovland-Yale Model Flashcards
What did Hovland and Weiss find in 1952?
Experts are more persuasive than non experts.
What did Leventhal find in 1965?
Persuasion can be enhanced in moderate fear is aroused. Another study found that great fear will detract attention, however.
What did Mcguire find in 1968?
People with moderate self-esteem are more easily persuaded than those with high self-esteem.
What did Kiesler and Kiesler find in 1969?
Popular and attractive communicators are more effective than unpopular and unattractive communicators (Halo Effect).
What did Qualls and Moore find in 1990?
People were more persuaded by a drinking advert if the actor was the same skin colour as them.
Experts are more persuasive than non experts.
Hovland and Weiss, 1952.
Persuasion can be enhanced in moderate fear is aroused. Another study found that great fear will detract attention, however.
Leventhal, 1965.
People with moderate self-esteem are more easily persuaded than those with high self-esteem.
Mcguire, 1968.
Popular and attractive communicators are more effective than unpopular and unattractive communicators (Halo Effect).
Kiesler and Kiesler, 1969.
People were more persuaded by a drinking advert if the actor was the same skin colour as them.
Qualls and Moore, 1990.
