Yale Attitude Change Approach
The " Yale approach to attitude change " ( Original: Yale Attitude Change Approach ) describes how Persuasive communication can change people's attitudes. It was developed in the 1950s at Yale University by a research group led by psychologist Carl I. Hovland.
- 5.1 intelligence
- 5.2 Other factors
The aim of the studies
Hovland had been commissioned during World War II to raise the morale of the U.S. soldiers and also looked after his return to Yale University with the question of how people's attitudes through media statements can be changed. In times of peace, for example, campaigns to improve health ( cancer screening, non- smoking, currently in the U.S. against childhood obesity ) is placed.
Laboratory experiments
In about 50 laboratory experiments, the Hovland group varied under otherwise identical conditions, individual parameters of communication, in particular characteristics of the speaker, characteristics of the message and characteristics of the receiver. Although the artificiality of the laboratory situation restricts the reliability of the results of the Yale study, could the Hovland group find some significant factors which influence the effects of media content.
Characteristics of the source
The same text tend to result in a change of attitude, if you do believe the receiver, it is from a capacity, as if they believe that he had been written by a layman. Credibility is composed of two components: expertise ( expertness ) and trustworthiness ( trustworthiness ). Very credible sources achieve greater attitude changes as less credible in the rule.
An attitude change is more likely when the speaker is attractive, as if he is not attractive.
Features of the statement
Messages more convincing if they do not appear to recipients as influence attempt.
If the audience decides between two speakers who represent opposing points of view, it is for the first speaker of advantage if a break occurs before the vote; the second speaker benefits from the Rezenzeffekt when immediately voted for him.
One-sided and two-sided argument
Arrangement of the arguments
Fearsome appeals
Fear appeals are media content, which describe the adverse consequences that would occur if one does not follow the conclusions of the communicator.
Sleeper effect
Characteristics of the recipient
Even when the recipient Hovland group looked for factors that together determine its controllability ( suggestibility ) for media content.
A distracted audience is often easier to influence than attentive.
A mean self- assessment of the recipient promotes its suggestibility.
At the age of 18-25 years, it is easier to influence than later.
Intelligence
People with lower intelligence are easier to influence than people with above-average intelligence.
Recipients with high intelligence are especially stronger influence than less intelligent people, if it is argued rationally and logically. People with high intelligence are illogical and irrational argumentation less affected than less intelligent recipient.
Other factors
The validity of the results of the Yale study has been criticized time and again due to their origin in the laboratory, as well as the de facto lack of theory of investigation, the only openly put key variables in Persuasionsprozess.