Psychology C1 - Hovland-Yale

Question 1

Hovland-Yale theory of persuasion

Answer 1

-during US war found ways of persuading the American public
-continued to research as Yale, persuasive communication
- found that effective persuasion could be achieved by focusing on ‘ who says what to whom’

Question 2

Hovland, Janis and Kelley (1953)

Answer 2

-three main factors that contribute to whether information persuades people to change attitudes of behaviour

Question 3

Factor one: Communicator (source) – credibility

Answer 3

-communicator is more persuasive when perceived as credible
-experts = credible
-personal experience = credible, example, ex-addicts can persuade people to not be addicted
-if viewed as trustworthy, honest and straight talking = credible

Question 4

Factor one: Communicator (source) – attractiveness

Answer 4

-communicators who are physically attractive = more persuasive
-cognitive bias - halo effect
-assume that people who are physically attractive also have desirable qualities

Question 5

Factor two: Communication (message) – emotional appeal

Answer 5

-health messages that include fear-related threat can help change behaviour
-fear isn’t enough on its own. recipient has to believe there is a way out, avoid negative outcomes

Question 6

Factor two: Communication (message) – one side or two?

Answer 6

-does the message present one or two sides of an argument
-anti-smoking messages contain information about it being dangerous, it could point out the social aspect and pleasurable side of it

Question 7

Factor three: Recipients (audience) – intelligence

Answer 7

-highly intelligent people = harder to persuade, have cognitive resources, process complex messages and resist persuasion
-low intelligence = persuadable, don’t fully understand message/ pay attention

Question 8

Factor three: Recipients (audience) – self-esteem

Answer 8

-people who lack self-esteem are easier to persuade than high self-esteem
-high self-esteem = resist persuasive messages
-health campaigns should target people with low self-esteem

Question 9

predicting behavioural change

Answer 9

-examples of Hovland- Yale theory predicts changes in health behaviour:
-smokers persuaded to give up if:
1. source of information = credible/trustworthy
2. anti-smoking message = includes frightening consequences, explains how to avoid
3. smoker = low intelligence and self-esteem

Question 10

support for effectiveness
(evaluation)
+

Answer 10

-research evidence shows that theory can predict attitude change
-study, 15-20 yo presented with message about danger of smoking - high threat and low threat, easy to give up an hard to give up
-different pps heard different messages
-most persuasive = high threat and possible to quit (Sturges and Rogers 1996)
-theory = effective, result was one predicted

Question 11

attitude change, not behaviour change
(evaluation)
-

Answer 11

-isn’t a theory of behaviour change at all
-Hovland theory to explain how people change their minds/attitudes
-many studies confirm that features of source, message, recipients contribute to changing attitudes
-person needs to change attitude towards health
-doesn’t effectively predict behavioural change, only uses attitude factors

Question 12

role of self-esteem
(evaluation)
-

Answer 12

-research doesn’t support theory’s view of self-esteem
-Baumeister and Covington (1985), people with high self-esteem = easier to persuade, less willing to admit to it
-relationship between persuasion and self-esteem curve – moderate self-esteem = harder to persuade (McGuire 1968)
-theory = less effective, key predictions = incorrect