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The Yale Model: Cognitive Dissonance (SMCA) (Source (Who) (SAC)…
The Yale Model: Cognitive Dissonance (SMCA)
Source
(Who)
(SAC)
Attractiveness: Attractive >= Persuasion
Credibility/Expertise: Credibility >=Persuasion
Similarity: Similarity >= Persuasion
Message
(What)
(GSPb)
Gender: Female > Male (Persuadable)
Self-esteem
Low-Self Esteem: Uncomplicated message
High Self-Esteem: More complicated, well supported messages
Prior belief: Argument incompatible with prior beliefs = scrutinized longer and judged weaker
Channel
(How)
(VAW)
Video vs audio vs written
Simple message - video > audio> written
Complex message - written > video & audio
Audience
(to whom)
(F,FF, OT)
One-sided vs Two-Sided
Intelligence of audience
: more intelligent - two-sided argument
Initial position of audience
: firm position of - two sided argument not effective
Fact vs feeling
: Matching of appeal (i.e, cognitive vs affective) to basis on which attitude is held
Fear
: as fear increases, so does attitude change, unless the fear is extreme
Greater Fear = Less change
Greater fear = Feater change