Hovland-Yale Theory of persuasion

• Attitude


  A predisposition towards an object or situation
• When do we use persuasion?

  ·         Advertising

  ·         Politics

  ·         Talking to friends

  ·         Media

  ·         Health
• What is persuasion?

  Ability to communicate with others in a way that encourages them to believe or act in the way that is desired.
• How do we use this model to predict behaviour change?

  ·         People will be more likely to be persuaded by health related information if:

  ·         The communicator of information is credible because they are seen as trustworthy and honest, have relevant personal experience and/or are physically attractive.

  ·         The communication includes frightening consequences but also explains how to avoid them

  ·         Ther recipient has low intelligence and low self-esteem.
• Evaluation:

  ·         The theory can predict behaviour change

  ·         It perhaps does not explain changes in behaviour but instead changes in attitude which then influence behaviour

  ·         The role of self-esteem has mixed supporting research.