hovland-yale theory of persuasion

Question 1

hovland-yale theory

Answer 1

• states that there are several factors that will affect how likely change attitude is through persuasion

Question 2

source

Answer 2

• more people are likely to be persuaded when a source is credible (e.g a subject expert who has experience in the area)

Question 3

message

Answer 3

• fear-induced messages are more effective if they have low to moderate fear rather than high fear

Question 4

audience

Answer 4

• more intelligent audiences are more likely to be persuaded by valid arguments
• if the message is not suited to the culture, the message will be misinterpreted

Question 5

strength

Answer 5

• can be used to deign behavioural change programmes: people can insure they are using a credible source to promote the message

Question 6

weakness

Answer 6

• ignores other persuasive factors such as the different routes of persuasion within the elaboration likelihood model