Persuasion and attitude

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Hovland yale model

Who says what to whom?

Source factors

Credible experts are most influential. Bochner and insko found students were much more persuaded about matters surronding sleep by an expert source than a non expert source.


high fear creates so much anxiety it interferes with the processing of the message and low fear does little to motivate an audience. Moderate fear is effective at bringing around attitude change.

Audience factors

Low intelligent audiences are less likely to be influenced by the content of the message because they are less likely to process it. Therefore more subtle cues may be used. High intelligence audiences are more set on their views and harder to persuade, so high intelligence audiences are more likely to reject simple one sided arguements.


Morton and campbell showed the influence of source factors on children. They were presented with infomation about a child with alturism and showed more favourable attitudes towards the child when they were presented with the infomation from an extra farmiliar source such as a doctor, showing the source infleunces persuasion.

Lewis et al found fear arousing messages were more effective in the short term but in the long term but did not produce a long term change in attitude. long term attitude change is more likely to be brought about through humorous campaigns.

An efficient way to deal…


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