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15 Cards in this Set
- Front
- Back
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The Hovland-Yale Model
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Effective persuasion can be achieved by focussing on:
- who says what to whom (the communicator) (who) - The persuasive message (what) - The audience (to whom) |
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The Hovland-Yale Model
Source Factors |
- Popular and attractive sources are more effective than unpopular or unattractive sources
- Credible experts are a particularly powerful source when it comes to persuasion. |
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The Hovland-Yale Model
Source Factors |
Bochner and Insko (1966)
- Asked students to say how much sleep is needed to maintain good health - most said 8 hours - When exposed to an expert and non-expert advocating a different position they were swayed much more by the expert source |
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The Hovland-Yale Model
Research support for source factors |
Morton and Campbell (2008)
- Examined the effects of information source on peers' attitudes towards an unfamiliar child with autism. |
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The Hovland-Yale Model
Research support for source factors |
- Children (mean age of 10) received info from a teacher, doctor, parent.
- Children had more favourable attitudes when info was provided by extra-familial sources |
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The Hovland-Yale Model
Message Factors |
- As children age, they better understand the persuasive intent of advertisments, and are less influenced by them (Martin, 1997)
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The Hovland-Yale Model
Message Factors |
- Low-fear and high-fear messages are not as effective as moderate-fear messages
- McGuire (1968) suggests that low levels do little to motivate an audience whereas high levels can also rebound because they create so much anxiety that it interferes with the ability to process the info |
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The Hovland-Yale Model
Research support for message factors |
Lewis et al. (2008)
- Provided support for the effectiveness of fear-arousing messages in a drink-driving campaign |
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The Hovland-Yale Model
Research support for message factors |
- Participants viewed 2 adverts and completed 2 questionnaires.
- The 1st assessing pre-exposure attitudes and behaviour and immediate post-exposure attitudes and intentions. |
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The Hovland-Yale Model
Research support for message factors |
- The 2nd, two to four weeks later, assessing attitudes and behaviour.
- They found that although fear-exposing messages were more persuasive in the period immediately after exposure to a message, long term attitude change was more likely with positive (i.e. humourous) campagins |
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The Hovland-Yale Model
Audience factors |
- McGuire (1968) suggested that low intelligence audiences are less likely to process the content of the message and are therefore less likely to be influenced by it.
- High intelligence audiences are harder to persuade, but by presenting both sides of the argument is more effective |
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The Hovland-Yale Model
Research support for Audience factors |
- Audiences with high involvement in a topic typically react differently to audiences with low involvement when exposed to a persuasive message
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The Hovland-Yale Model
Research support for Audience factors |
- Igartua et al. (2003) tested the idea that an efficient way to deal with the low involvement of an audience (e.g. for a health message) is to insert the messages within an entertainment context.
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The Hovland-Yale Model
Research support for Audience factors |
- They used fictional short stories to illustrate HIV/AIDS prevention
- The findings showed that the better quality of the fictional story, the more cognitive processing was induced, and a more favourable attitude towards preventative behaviour was stimulated. |
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The Hovland-Yale Model
Research support for Audience factors |
- Igartua et al. (2003) shows that audience factors do not exist independently of message factors, and that by changing the nature of the message (as with two-sided versus one-sided messages), the limitations of the audience can be overcome
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