Outline the Hovland Yale model. (5) Flashcards
1
Q
Factors which affect persuasiveness
A
Source, Message, Audience
2
Q
Source
A
who is doing the persuading
3
Q
Hovland & Weiss
A
experts are more persuasive than non-experts. The same arguments carry more weight when delivered by someone who appears to be more knowledgable
4
Q
Message
A
the content of what is said. this can take different forms, e.g. an advert, article or party political broadcast
5
Q
Audience
A
The person(s) being persuaded
6
Q
Process
A
Attention, Comprehension, Acceptance or rejection
7
Q
Attention
A
we are bombarded daily with adverts, we have to notice an advert to be persuaded
8
Q
Comprehension
A
we then have to understand it, we won’t be persuaded if it ‘goes over our head’
