Hovland Yale model uses sequential processing: Attention, comprehension, reactants= change of attitude.
Factors that affect attitude change:
- Expert/celebrity- Insko & Bockner found paticipants persuaded by expert source on hours of sleep needed for good health.
E- Morton and campbell found that information on autism was more effective from an extra familiar source e.g. doctor.
- think not being persuaded/ moderate levels of fear- Martin found low/high levels of fear not as effective as moderate. McGuire found high levels of fear caused anxiety which interferred with processing the message.
E- Lewis et al- fear arousing messages were persuasive after immediete exposure, long term attitude change more likely with…