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The message
Factors or Steps can be identified that results in attitude changes
Includes:
Strengths and Weakness
Strengths
Weaknesses
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
Also known as Yale Attitude Change Model
Psychological study of conditions people most likely to change their attitude in response to persuasive messages
The 6 steps
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