Unit 3 - LAC1 - Hovland-Yale Theory of Persuasion Flashcards
The Hovland Yale theory is a method of …. people
Persuading
What is the first method of persuading people to change?
Hovland Yale theory
How many factors does the HVT focus on to persuade people?
3
Name the factors that the HYT focuses on to persuade people
Communicator/Communication/Recipient
Which factor is missing from the HYT? Communicator Recipient
Communication
Which factor is missing from the HYT? Communicator Communication
Recipient
Which factor is missing from the HYT? Recipient Communication
Communicator
What does the communicator need to be to persuade people?
Credible / trustworthy
Why can a politician not persuade people to use a new toothpaste
They are not credible or knowledgable
Who is credible for a toothpaste advert
Dentist
Who is credible for a campaign to reduce a sugary diet?
Doctor/dietician
Why would a doctor or dietician be best to use in a healthy-eating campaign?
They are credible/knowledgable
To be persuasive, what does communication need to be?
Emotional & two-sided & repetitive
Emotional, two-sided & repetitive refers to which aspect of the HYT?
Communication
Why would a person not be persuaded if the communication is not two sided?
It is biased so don’t pay attention
How do you make the communication more emotional?
Use fear
What characteristics can affect the recipients being persuaded?
Individual differences
Give an example of a recipient individual difference that can effect persuasion
Intelligence & Self-Esteem
Who is harder to persuade to change?
Intelligent people
Who is easier to persuade to change?
People with low self-esteem
Give examples of other recipient factors that can effect persuasion
age, gender, culture
If a campaign on healthy eating has a credible communicator, an emotional message & recipients with low self-esteem, what will be the outcome?
People will be persuaded to change & be more healthy
What are we trying to persuade people to be?
More healthy
Hovland-Yale, Fear Arousal & Elaboration Likelihood are all theories of…
Persuasion
Name the 3 theories of persuasion
- Hovland-Yale Theory
- Fear Arousal Theory
- Elaboration-Likelihood Model
