What is the persuasion model?
The Rational Model of Persuasion is a theory which suggests that people think and behave in ways based on reasons and are relatively predictable. While it is true that some of the time people are not entirely logical or consistent; nevertheless, the rational model is useful in persuasion more often than not.
What are the 3 factors of persuasion that Hovland examined in his Yale program of research in the 1940’s?
Hovland highlighted three variables.
- Characteristics of the communicator (the person conveying the message) such as whether the person is an expert.
- Characteristics of the communication (what information is conveyed) such as the arguments used.
What is an example of peripheral route persuasion?
Instead of focusing on the facts and a product’s quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement. For example, having a popular athlete advertise athletic shoes is a common method used to encourage young adults to purchase the shoes.
What is persuasion in psychology?
persuasion, the process by which a person’s attitudes or behaviour are, without duress, influenced by communications from other people. One’s attitudes and behaviour are also affected by other factors (for example, verbal threats, physical coercion, one’s physiological states).
What is persuasion model in public relations?
One of the most famous persuasion models of public relations that helps us understand the persuasion process better is the Elaboration Likelihood Model (ELM) developed by Petty and Cacioppo in 1986. This model suggests that there are two routes to persuasion – the central and the peripheral.
What are some important features for a message to be persuasive?
A persuasive message is the central message that intrigues, informs, convinces, or calls to action. Persuasive messages are often discussed in terms of reason versus emotion. Every message has elements of ethos, or credibility; pathos, or passion and enthusiasm; and logos, or logic and reason.
What is the Yale communication model?
1, the model suggests that three factors influence the degree to which communication influences attitudes and behaviors, (a) source factors, (b) message factors, and (c) audience characteristics.
What are the five main components of the process of persuasion?
Persuasion is part of the communications process. The five basic elements of persuasion–source, message, medium, public and effect.
What is peripheral persuasion in psychology?
the process by which attitudes are formed or changed as a result of using peripheral cues rather than carefully scrutinizing and thinking about the central merits of attitude-relevant information. See also elaboration; elaboration-likelihood model.
What does peripheral route mean?
The peripheral route is an indirect route that uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1984). Instead of focusing on the facts and a product’s quality, the peripheral route relies on association with positive characteristics such as positive emotions and celebrity endorsement.
What is Carl Hovland’s theory of persuasive communication?
Said theory claimed that a successful persuasive communication must present only one side of an argument. However, Carl Hovland’s research contradicted it. After the war and once he returned to Yale, he focused his research on social communication.
What is the Hovland-Yale Model?
During his years at the university he developed the Hovland-Yale Model. 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.
What are the factors affecting the change of attitude through persuasion?
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. The three most prominent factors are the source, the message and the audience.
What is Carl Hovland best known for?
However, his research is the foundation of many social, experimental, and cognitive psychology models. Carl Hovland has been one of the most influential psychologists of the 20th century. He dedicated his professional career to studying persuasion, group dynamics, communication, and thought.