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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
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