Social Psychology. Attitude Change and Persuasion October 14, 2008. Prof. Weiser Curry College . Introduction. Persuasion Any instance in which a message induces change in attitude, beliefs, or behavior Persuasion is most often attempted via some kind of persuasive communication
Attitude Change and Persuasion
October 14, 2008
Carl Hovland (1912-1961)
This approach to the study of persuasive communications is known as the Yale Attitude Change Approach
they have expertise? Are
Does in induce
Is it one or two-
Is it one to one?
Is it a personal
one? Is it on
radio, TV, or
Who is the
at? How old are
they? What are
15.00 indicates complete agreement with the truism, whereas 1.00 indicates complete disagreement. Lower scores indicate more attitude change after the attack.
Subjects who were forewarned mentally came up with more counterarguments. This seems to be the reason for why they exhibited less attitude change. Therefore, it seems that forewarning increases negative counterarguments (sort of like inoculation) and prevents likelihood of attitude change.
Level of Support for Message
When subjects were motivated to think about the message (i.e., high relevance), only argument quality had any effect in changing attitudes.Source expertise had little effect.
However, when subjects were not motivated to cognitively scrutinize the message (low relevance), argument quality did not have much of an effect. Source expertise (a peripheral cue) did have an effect.
In the low relevance condition, source credibility affected attitudes, but argument quality did not.
In the high relevance condition, strong arguments were more effective than weak arguments. However, a peripheral cue (source credibility) biased the processing of ambiguous arguments in a positive or negative way, depending on whether the source was low or high in credibility.