HOVLAND YALE MODEL
The model identifies attitudes being changed through a process of paying attention to a message and understanding it. The model also identified 4 factors that influenced the persuasiveness of a message to change attitudes.
Factors: Attention/ Comprehension/ Reactance/ Attitude change.
PROCESS/STEPS - MEMONIC - SILLY MONKEY RIDE CARS.
S]ource - Credibility of the information, physical appearence & speed of speech.
M]essage - Fear SUPPORTING STUDY - (Meyerowitz and Chaiken)
Allocated female university students to 3 conditions
1) Loss condition - emphasis on the danger of failing to self-examine breast cancer
2) Gain condition - emphasis on the +ve consequences of self-examination.
3) Neutral conditon - basic facts on breast cancer.
Females were re-interviwed after 4 months, loss condition were the only ones to change their behaviour and attitudes as a result of being exposed to fear.
Credibility/Methodlogical issues - controlled, follow up study made after 4months so the change was relatively permanent
Ethical issues - Potentially fearful, although it is helping medically, no consent or debriefing.
R]ecipient - IQ, Self esteem - people with lower self-esteem are easier to persuade.
C]hannel - Audio-visual messages are more persuasive than…