PSY320H1 Lecture Notes - Elaboration Likelihood Model, Tooth Brushing, Attitude Change
26 Feb 2013
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Yale model of persuasion (hovland et al. Messages could change a person"s attitude by presenting an incentive for attitude change. The source of the persuasive communication (who) Participants evaluated articles from sources who are believable and trustworthy more favourably than articles from low credibility sources. A message advocating frequent tooth brushing is more effective if it elicit moderate fear about the effects of failure to brush than if it glorifies sever effects. Yale model of persuasion (hovland et al: pay attention, comprehension, acceptance (incentives influence attitudes at this stage) Mcguire (1968): presentation, attention, comprehension, yielding (changes the person"s attitude, retention (remember their new attitude at a later time, behaviour (new attitude influence behaviour) A variable can have different effects on different stages during message processing. High self-esteem more likely to attend and comprehend, but less likely to yield self-esteem should produce curvilinear effects on persuasion. Criticism: does not explain how message acceptance would actually emerge.
