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Hovland-Yale Theory of persuasion
Factor 3
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Created by
Fay Winter
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Cards (3)
What is factor 3?
Recipient
Intelligence
· According to this theory,
highly intelligent
people are harder to
persuade
than those with
low intelligence.
· This is because they have the
cognitive resources
to process
complex messages
, so may
resist persuasion.
· People of
low intelligence
more
persuadable
because they do not fully
understand
the message or pay
attention
to it.
Self esteem
:
People lacking
self-esteem
are easier to persuade than people who have
high self-esteem.
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