Evaluation of the Hovland-Yale Model

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  • Evaluation of the Hovland-Yale Model
    • Individual differences in audience effects
      • Rhodes and Wood (1992) found that intelligence plays a role in how an individual responds. Intelligent individuals were less likely to be be persuaded (more self-asserted)
    • Age as an audience effect
      • Rutland (1999) proved that life changes alters how easily we are persuaded. They investigated children's prejudice and found it wasn't apparent in young children and emerged at 12.


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