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Yale Attitude Change Approach
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Yale Attitude Change Approach
Putting it all together
The message
Factors or Steps can be identified that results in attitude changes
Includes:
- Organization
- Content
Strengths and Weakness
Strengths
6 Steps of Yale Attitude Change Approach
Weaknesses
- Provides research and insights into the nature of persuasion
- Support assumption that factors can be identified that influence attitude change
Theory gives info on steps in persuasion process but not on how it occurs
It Assumes that attitude change happens by learning the message idea
Proposed by William McGuire (1968)
1. Presentation
2. Attention
3. Comprehension
4. Yielding
5. Retention
6. Behavior
cios.org
Yale Attitude Change Approach
Yale Attitude Change Approach
Also known as Yale Attitude Change Model
The 6 steps (cont'd)
Psychological study of conditions people most likely to change their attitude in response to persuasive messages
- Behavior is the ultimate goal of the persuasion process
The 6 steps
How this research works
Works by influencing different components of the persuasion process
The speaker or the source of the message can greatly influence the persuasiveness of the message
- Presentation is the persuasive message
- Get the audience to pay attention
- Yielding is acceptance, where the change occurs
- Retention is concerned with how long the attitude change will last.
- Speaker Credibility or Credibility of the Writers