How to use 10 psychological theories to persuade people. Attitudes and attitude change information processing theory. The yale communication and attitude change program headed by psychologist carl hovland examined persuasion or attitude change in a variety of experimental contexts. Daniel katz, a functional theorist, suggests that attitudes are formed according to how a particular person or thing meets our needs. This report was prepared as part of the yale communications research program the experiment was carried out as part of a class research project at yale university the author wishes to express his.
The psychology of attitudes, motivation, and persuasion. When a persuasive message succeeds at changing a listeners mind attitudes, mcguire says that the receiver has yielded to the message. Persuasion occurs when a person causes someone else to change. During the second world war, carl hovland extensively researched persuasion for the u.
Under the influence of carl hovland in the 1940s and 1950s, the yale program was concerned primarily with persuasion and attitude change. Martin bauer takes a slightly different approach to the yale attitude change approach. The yale attitude change approach to persuasion emphasizes which of the following three aspects of persuasion. This approach, based on multiple years of research by yale university, found a number of factors in persuasive speech, including being a credible, attractive speaker. Home 2 in the yale attitude change approach, there are three components to attitude change. After the war, hovland continued his exploration of persuasion at yale university. Bargh yale university marketing practices that promote caloriedense, nutrientpoor foods directly to children and adolescents present significant public health risk. Source originator of communication message features of communication itself audience characteristics of who is receiving the message contd characteristics of source. Message organization message content strengths and weaknesses of the yale approach glossary references selftest. This model states that there several factors that will affect how likely a change of attitude through persuasion is, after all behavioural change cannot occur without attitude change also having taken place. Organization content strengths and weakness strengths 6 steps of yale attitude change approach weaknesses provides research and insights. Singleshot attitude change approach puts forward that attitudes control human behaviour. The speaker should be credible and attractive to the audience. This approach, based on multiple years of research by yale university, found a number of factors in.
Yale attitude change approach searching for attitude change 149 found 242 total alternate case. Read this article to learn about the theories of attitude are. Furthermore, he founded the famous yale group and carried out the first studies on persuasive communication. The study of persuasive communication by social psychologists began under hovland with the yale attitude change approach, which examines the conditions under which people are most likely to change their attitude in response to a persuasive messages and which focuses on who the source of the communication said what the communication. Yale attitude change who says what to whom ada 3 kondisi. May 01, 2014 arnold schwarzenegger this speech broke the internet and most inspiring speech it changed my life. During world war ii, carl hovland studied soldiers motivation and attitude change, as he worked for the united states department of defense. After world war ii, carl hovland and his coworkers produced a great deal of research at the yale communication and attitude change program. Added to the model the context of the relationship, and how that relationship will affect communicator a and communicator b. In part, they wanted to learn about wartime propaganda. Attitudes and persuasion introduction to psychology. Yielding is mcguires term for acceptance, the point at which attitude change occurs. It was a reflection of the yale communication research programs findings, a program which was set up under a grant from the rockefeller foundation.
In 2008, bauer argues that persuasion cannot only focus on the social influence on intersubjectivity, the sharing of subjective states by two or more individuals, but must also include the idea of interobjectivity, the understandings that are shared between individuals about social reality. When nbc claims that its thursday night lineup is americas favorite night of television, the claim is a hyperbole. Out of this work came a model called the yale attitude change approach, which. Persuasive communication psychology of persuasion the.
While attitudes are enduring, they can also change. In the yale model of attitude change emphasis is placed on attention, comprehension, and acceptance. Attitudes are often the result of experience or upbringing, and they can have a powerful influence over behavior. The yale approach overview after world war ii, carl hovland and his coworkers produced a great deal of research at the yale communication and attitude change program. Martin bauer takes a slightly different approach to the. Out of this work came a model called the yale attitude change approach, which describes the conditions under which people tend to change their attitudes. However, social psychological research on the relationship between persuasive communication and attitude change is more narrowly focused, and is most closely associated with advertising. Principles of action control are seldom exported to the attitudes literature, perhaps concealing some important sources of attitude change. An attitude is a predisposition to respond cognitively, emotionally, or behaviorally to a particular object, person, or situation in a particular way. Journal of experimental social psychology yale university.
The origins of cognitive dissonance yale university. Analytic decisionmaking is not appropriate for all situations especially during the university of oklahoma eacs 6503 spring 2014 msl401l10 mission command sr. Then, after a 19351955 interlude in which the study of group processes supplanted attitude as the central concern of social psychology, attitude research re. Carl hovland set up a research team at yale university which looked into the nature of persuasion. The fifth step is retention, and it concerns how long the attitude change lasts. In psychology, an attitude refers to a set of emotions, beliefs, and behaviors toward a particular object, person, thing, or event. Source originator of communication message features of communication itself audience characteristics of who is receiving the message. Chapter 5 attitudes and attitude change radford university. Identify and describe these three parts of the model.
A yale university multiyear, multiproject research into persuasive communication showed amongst other things. Included the social environment in the model, noting that it will influence the frame of reference of both communicator a and b. The vicissitudes of attitudes and similar representational. Santos, and paul bloom yale university abstract n in a study explo ring the orig ins of cogni tive diss onance, presc hoole rs and capu chins were give n a choic e betw een two equa lly prefe rred alte rnatives two. The theory of attitude formation and change and its application to social group work by john f. Advertising strategy atlantic international university. In social psychology, the yale attitude change approach is the study of the conditions under which people are most likely to change their attitudes in response to. During his years at the university he developed the hovlandyale model. Arnold schwarzenegger this speech broke the internet and most inspiring speech it changed my life. For this discussion, attitude theories have been organized into four categories see 11. Persuasion, attitude change, and the elaboration likelihood.
The yale attitude change approach, also referred to as the yale model of persuasion or yale school research is considered to be one of the first models of attitude change. A voluminous amount of material was produced concerning attitude structure, attitude change, and the consequences of holding attitudes. Strengths and weaknesses of the yale approach glossary references selftest. Messages should not appear to be designed to persuade. We shall argue that attitude change processes are important in all major approaches to psychotherapy and that three decades of social psychological research attention to attitude development and change provide an empirical foundation for the investigation of persuasion as a clinical treatment strategy. Find link is a tool written by edward betts longer titles found. The change may creation of something new, or extinguishing or modifying something that already exists. Explanations theories yale attitude change approach. An individual must attend to and comprehend the communication before acceptance can occur. A yale university multiyear, multiproject research into persuasive communication showed several key factors to consider. Inner systems include values, attitude, beliefs, schema, goals.
Yale attitude change approach putting it all together the message factors or steps can be identified that results in attitude changes includes. Oklahoma, ok social judgment theory relates involvement of self to the situational contexts for. These involve concerns with the self, with others and the rewardspunishments they can provide, and with a valid understanding of reality. Taylor s e 1975 on inferring ones attitude from ones. Pages in category attitude change the following 27 pages are in this category, out of 27 total. Communication models and theories wilbur schramms modifications. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Carl hovland and his band of persuasion researchers learned a great deal during world war 2 and later at yale about the process of attitude change. Though there is a frequent discontinuity between various groupings because related approaches have focused on different sets of phenomena but still such classification is valid from practical point of view. Integrating psychological research to protect youth and inform public policy jennifer l. Identification one wants to establish, at least psychologically, a good relationship with the source want to be like the source, etc. Jun 24, 2019 furthermore, he founded the famous yale group and carried out the first studies on persuasive communication. The change may either be to their inner mental systems or to their external behavior. In the structure area, particular attention is paid to work on attitude accessibility, ambivalence, and the affective versus cognitive bases of attitudes.
Attitude change attitude psychology neuropsychology. Department of psychology, yale university, new haven, connecticut 06520. A voluminous amount of material was produced concerning attitude structure. Advertising strategy mm 102 advertising strategy 4 the hyperbole approach makes an untestable claim based upon some attribute or benefit. Simpson trial of the century in the mid1990s captured the attention of the american populace more than any other public spectacle since the kidnaping of the lindberg baby in the 1920s. Yale attitude change approach by sabena soman on prezi. The origins of cognitive dissonance evidence from childre n and monkeys louisa c. To a functionalist, attitudes are shaped based on the personal. Ccnumber 2 this weeks citation classicjanuary 12, 1981. Attitudes and attitude change remain core topics of contemporary social psychology. According to schwerin and newell, behavioral change obviously cannot occur without attitude change having taken place.
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