Models of Persusasion

Question 1

Approaches to attitude change of jurors (2)

Answer 1

Cognitive Dissonance (Internal)
The Yale Approach (External)

Question 2

Cognitive Dissonance (Internal)

Answer 2

A feeling of discomfort caused by the realization that one’s behaviour is inconsistent with one’s attitudes or that one holds two conflicting attitudes.
The goal is to encourage the juror to select the easiest option for eliminating dissonance and getting them to align their attitudes with their behaviours.

Question 3

Cognitive Dissonance: Model for Change

ADMA

Answer 3

1. Awareness of Inconsistency
2. Discomfort
3. Motivation for Addressing Inconsistency
4. Alternatives for Reduction of Dissonance

Question 4

The Yale Approach (External)

Answer 4

Source: (person delivering the message)

• Perceived Expertise
• Perceived Honesty
• Perceived credibility/Trustworthiness
• Perceived Attractiveness (not only physical attractiveness)

Message:

• Fear (People perform best under mild fear and anxiety)
• Emotional Tone (message should be altered in terms of the level of formal education a person has had)