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Test The yale approach to persuasion
Agenda
QUESTION 1: What was the main objective of Yale's approach to persuasion?
Understanding how attitudes change through persuasive messages
Promoting government propaganda in times of war
Impose ethical standards in the media
Establish a legal framework for advertising
2nd QUESTION: Who led the Yale model research group?
Carl Hovland
Albert Bandura
Leon Festinger
Stanley Milgram
3rd QUESTION: Which component of the model refers to the characteristics of the sender of the message?
The nature of communication
The source of communication
The audience
The message channel
QUESTION 4: What aspect of the message does the "nature of communication" study?
The order of arguments, use of fear and quality of the message
The salary of the communicator
Audience formation
The channel for sending the message
QUESTION 5: What audience characteristics does the Yale model analyze?
Age, intelligence and self-esteem
Type of language used
Message popularity
Broadcast frequency
QUESTION 6: What was the main criticism of the Yale model?
He did not integrate all the factors into a general theory
Did not use credible sources
He focused only on the audience
He ignored the content of the message
QUESTION 7: What type of methods did the Yale group use for their research?
Experimental methods
Open surveys
Anecdotal case studies
Informal interviews
QUESTION 8: What subsequent model was developed based on the Yale approach?
Elaboration Probability Model
Social Learning Theory
Reasoned Action Model
Cognitive Dissonance Theory
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