C1 Hovland-yale theory of persuasion
● Argues that there are three main factors that contribute to whether a message persuades people to change their
attitudes/behaviour
● Whether a message persuades people to change their behaviour depends not just on the message itself (the
communication) but in who gives it (the communicator) and who receives it (the recipients)
The communicator (source)
● A communicator is more persuasive when they’re perceived as attractive or credible (believable)
● Thought to be experts- more credible e.g. an anti smoking campaign/medical doctor on health related issues
● Credibility is also derived from personal experience e.g. someone whos taken drugs could speak persuasively to
young people about the dangers
, theory of persuasion continued...
The communication(message)
● Two factors: emotional appeal and whether the argument presented is two sided or not
Emotional appeal:
● Health messages that include a fear related threat can change behaviour (recipient has to believe negative
outcomes can be avoided)
Whether the argument presented is two sided or not:
● Anti smoking message could explain dangers of smoking or it could point out smoking brings pleasure+other
benefits as well
There is an interaction between the communication and the recipient-
● a well informed audience that know both sides of the argument
● would find one-sided presentation bias and therefore less persuasive
The recipients (audience)
● High intelligence- less easy to persuade
● They have the cognitive resources to process even complex messages (so resist persuasion)
● Low intelligence are persuadable because they don't fully understand the message/dont pay full attention to it
● Low self-esteem means someone is more easily persuaded than people who have high levels (who tend to resist
persuasive messages)
● Means health campaigns should target people with low self-esteem for greater success
● Argues that there are three main factors that contribute to whether a message persuades people to change their
attitudes/behaviour
● Whether a message persuades people to change their behaviour depends not just on the message itself (the
communication) but in who gives it (the communicator) and who receives it (the recipients)
The communicator (source)
● A communicator is more persuasive when they’re perceived as attractive or credible (believable)
● Thought to be experts- more credible e.g. an anti smoking campaign/medical doctor on health related issues
● Credibility is also derived from personal experience e.g. someone whos taken drugs could speak persuasively to
young people about the dangers
, theory of persuasion continued...
The communication(message)
● Two factors: emotional appeal and whether the argument presented is two sided or not
Emotional appeal:
● Health messages that include a fear related threat can change behaviour (recipient has to believe negative
outcomes can be avoided)
Whether the argument presented is two sided or not:
● Anti smoking message could explain dangers of smoking or it could point out smoking brings pleasure+other
benefits as well
There is an interaction between the communication and the recipient-
● a well informed audience that know both sides of the argument
● would find one-sided presentation bias and therefore less persuasive
The recipients (audience)
● High intelligence- less easy to persuade
● They have the cognitive resources to process even complex messages (so resist persuasion)
● Low intelligence are persuadable because they don't fully understand the message/dont pay full attention to it
● Low self-esteem means someone is more easily persuaded than people who have high levels (who tend to resist
persuasive messages)
● Means health campaigns should target people with low self-esteem for greater success
