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"Discuss the Hovland-Yale Model of Persuasion"

This model of persuasion suggests that there are 3 main factors that play a
role in persuasive communication:
THE SOURCE ­ who is giving the message
THE MESSAGE ­ what the message is saying and how it says it
THE AUDIENCE ­ who is…

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pause between the two messages (and no pause afterwards), the
recency effect occurred - this is where the most recent message is
more likely to be persuasive.
REPETITION ­ Arkes et al (2001) found that if a message is repeated
or rehearsed, it is more likely to have an impact.…

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For example, Morton & Campbell (2008) investigated the effect of the
information source on peers' attitude towards an unfamiliar child with
autism. Children reported more favourable attitudes towards the child
when the information source was an `extra-familial' source such as a
doctor.



One weakness of this model is that there…

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