Persuasion: Hovland-Yale Flashcards
What type of model is the HY? What does persuasion rely on?
cognitive model, relies on message being learned and remembered
What are the 3 aspects of attitudes?
affective: emotions about object, behavioural: tendency to act in certain way in relation to attitude, cognitive: beliefs and thoughts about attitude object
What are the factors that influence persuasion according to HY?
source, message, audience
What is the process of persuasion according to HY?
attention, comprehension, acceptance or rejection
What is the outcome if the message is accepted?
attitude change (in opinion, affect and behaviour)
What 3 things could you manipulate in a study relating to the message?
group who views message, change in who gives message, change message, DV: amount of persuasion
Who found evidence that experts are more persuasive than non experts?
Hovland and Weiss 1952: some arguments carry more weight when delivered by someone more knowledgeable, adds credibility - source
Who showed the effects of fear in a message?
Leventhal 1965: persuasion enhanced if fear aroused, encourages attention (show smokers cancerous lung)
Who showed the effects of self esteem in an audience?
McGuire 1968: people with moderate levels of self esteem more easily persuaded with higher self esteem
What has been found about the organisation of a message?
organise generally more effect, better attention and comprehension
What was found about intelligent people and messages?
McGuire 1968: intelligent people process arguments in more depth and likely to reject simple 1 sided argument, may persuade less intelligent people though
What was found about the appearance of communicators of a message?
Kiesler and Kiesler 1969: more attractive communicators more effective than unpopular/unattractive ones, halo effect: attractive people seen as having other positive characteristics
What was found about the similarity of the communicator in relation to the audience?
Qualls and Moore 1990: more likely to be persuaded by someone who is similar to us, like from the same ethnic background
What was found about the speed a source delivers a message?
Miller 1976: people who speak more rapidly are more persuasive, gives impression that speaker knows what they’re talking about
What has been found about the level of fear in a message?
moderate fear more effective than low fear or high fear (creates too much anxiety, interferes with processing of advert)
