Hovland-Yale Model

Mind map to represent the key components of the Hovland Yale model

View mindmap
  • Hovland-Yale Model
    • Source
      • High credibility: relevant experience, trustworthiness and expertise.
        • A scientist or the Government are seen as highly credible and so these can be used in adverts
      • Unbias, especially if message appears to be against deliverer's self interest
        • An application of this for example would be using a straight person to promote gay rights.
      • Attractiveness: physically, likeableness and similarity to audience
        • Celebrity endorsement is often a good application of this as attractive celebrites are usually used to promote products
      • Kenton found male persuaders to be more persuasive than females, even when females were matched in expertise and trustworthiness
    • Content
      • Use of reason and logic
        • Making the product attractive through by reasoning that it is the right think to get
      • Element of fear
        • Fear creates an emotional response and so means the advert creates more impact and is better remembered. Moderate fear is better so that audience doesn't get so preoccupied by emotion that the forget the message
          • For example car accidents in speed adverts
    • Audience
      • Intelligence
        • Higher intelligence makes it more likely that audience will understand complex messages and so remember them better
          • Also means however that they are more critical and so more resistant to persuasion
      • Self Esteem
        • People with high self esteem are more persuaded by complex messages that are supported by evidence. Medium self-esteem were more persuaded by simple messages with no evidence
    • Channel
      • TV
        • uses both sound and vision and many people have access
        • relies on mass media messages and idea is to appear to each recipient as though they are personally communicating to them. This is more persuasive.
        • Andreoli & Worchel found TV to be more effective than radio


No comments have yet been made

Similar Psychology resources:

See all Psychology resources »See all Media psychology resources »