Hovland-Yale Model PDF

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Ellie Smith

Hovland-Yale Model (Carl Hovland 1953)

SOURCE FACTORS: Experts One of the most important factors in persuasion is whether the audience THINKS the source is an expert or trustworthy. More convincing if the audience BELIEVES they know WHAT they are talking about. Baron & Byrne  TV adverts use white coats to emphasise scientific status! Speaking rapidly can be more persuasive because people think they know what they are talking about. Attractiveness ‘Halo effect’ attractive people are usually well liked & people tend to agree with others we like. Giles  Celebrities are a familiar face, a reliable source that we feel we can trust because of the PARASOCIAL relationship that we have built up. Hume  Celebrity endorsement does not significantly increase the persuasive communication, may OVERSHADOW the product and people remember the celebrity over the product. MESSAGE FACTORS: Argument Strength Andrews & Shimp  Argument strength is directly related to attitude change, the stronger the argument the more the attitude change it creates. No. of Arguments Calder, Insko & Yandell  More arguments are more persuasive, more likely it will seem true, more likely to contain an argument that might appeal to audience. Fear More effective if it creates a moderate level of fear. Putwain & Symes  Classroom fear influenced examination performance, ‘MASTERY’ approach (advice) positively related to exam

performance BUT threatening approach (creating greater test anxiety) negatively related to exam performance. Australian Government  ANTI-DRUG CAMPAIGN, moderate fear through explicit images, scenes and consequences, also emphasised choice as well as opportunities for positive attitude formation and change. 78% of 13-24 year olds felt that the campaign had changed how they felt about drugs. AUDIENCE FACTORS: Intelligence McGuire  MIDDLE INTELLIGENCE MORE LIKELY TO BE PERSUADED! Low intelligence less likely to process content of message less likely to be influenced by it. High intelligence more confident in own views, harder to persuade, process message in more depth, reject simple one-sided arguments (more effective for less intelligent audiences) preferring to hear both sides of the argument. Self-Esteem Baumeister & Covington  High & low self-esteem easy to persuade BUT high less willing to admit persuasion. Age Younger people more likely to be persuaded by messages than adults or the elderly. Martin  Older children, good understanding of the persuasive intent, younger children did not. Gender Eagly & Carli  Women socialised to conform so more open to social influence. Sistrunk & McDavid  Women more easily persuaded, most cases topic used was one which men were familiar.

Ellie Smith Males more influenced with feminine content, females are more with masculine content, not experts in other genders topics!...