Hovland-Yale model

Hovland-Yale model

1. Who

   • attractiveness + expertise are important in persuasion
     • Petty + Cacipoppo - attractive communicators were far more effective
       • attractive rock starts often become public speakers for political issues and adverts
         • Bono, Cheryl Cole
           • Hume - celeb endorsements had minimal impact
             • Johnny Vega + Monkey meant to advertise ITV digital - it failed
   • experts are more persuasive
   • popular and attractive are more popular with audience

2. what

   • message is more effective if audience do not know it is persuasive
   • message that causes fear is quite influential
     • Putwain + Symes - when students given message about exams including fear of not knowing everything was more effective than a message just making students anxious
       • High anxiety was linked to a reduction in test performance
   • Gender difference?
     • Eagly + Carli - gender difference - females are easier to persuade than men
     • Sistrunk + McDavid - females only easier to persuade because material was masculine. if material was neutral, there would be no difference
     • Karabenic - males infulence by female information, vice versa, depends on the information, the more familiar you are with it, the harder you are to persuade

3. Whom

   • the audience
     • low intelligence audiences are easier to persuade, often do not understand information
       • Loftus - younger children easier to persuade, makes younger children less reliable as witnesses as they can easily be persuaded by misleading info
       • Martin - older children knew advert was meant to be persuasive + were less influenced by them, but younger children did not understand info so were more influenced
     • high intelligence audiences - hard to persuade - confident in their own views
       • present both sides of the argument + let audience make up mind

4. PERV

   • early research on army personnel and students - cannot be generalized
   • research relied on self- report, not actual behaviour - may lack ecological validity