Hovland-Yale Model of Attitude Change
- Created by: The Shrew
- Created on: 30-04-15 11:25
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- Hovland-Yale Model of Attitude Change
- The communicator
- Expertise
- Janice and Kelley
- People more persuaded by prestigious journal than by magazine
- Janice and Kelley
- Celebrity
- Chaiken and Eagle
- People more persuaded by celebrity
- Chaiken and Eagle
- Trustworthy
- People more willing to accept information that is self servicing
- Opposed self interest- more scrutiny is source isn't trustworthy
- People more willing to accept information that is self servicing
- Expertise
- The communication
- 2 sided argument
- American soldiers given radio program stating that the war in Japan would last 2 more years
- One sided appeared biased/ Two sided more believable
- American soldiers given radio program stating that the war in Japan would last 2 more years
- Emotional
- Advert expressing the danger of cigarettes
- More emotion= more attitude change
- Advert expressing the danger of cigarettes
- 2 sided argument
- The recipient
- Need for cognition
- High need for cognition more persuaded by strongly worded article than low need for cognition
- Sex
- Eagly and Carli
- Women more influenced by men when topic is more familiar to them + vice versa
- Eagly and Carli
- Self esteem
- Baumeister and Corington
- High self esteem- no more easily persuaded but much less likely to admit to attitude change
- Baumeister and Corington
- Need for cognition
- The communicator
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