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Theories of persuasion - Coggle Diagram
Theories of persuasion
Hovland Yale Theory
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Evidence to support the model: Sturges and Rogers- presented young people with information about the dangers of smoking. Low/ High threat was given to the people. Low/High hope. The one with high threat and hope were most persuasive. supports message section of the model.
The Hovland Yale Theory Of Persuasion says that whether a message persuades people to change their behaviour depends on: The message itself, the communicator, the recipient.
weakness:
contradictory evidence: People with high self esteem were actually easier to persuade than low self esteem. contradicts the audience section.
limitations: The sample is all from students from Yale University, limited generalisability. They were a captive audience.
Practical application: Can make health campaigns more effective. Use credible sources. For long term changes focus on other feautures.
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