PERSUASION, ATTITUDE AND CHANGE (Hovland-Yale model & Elaboration liklihood model)

HOVLAND YALE MODEL

WHAT?

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.

EVALUATION 

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…