The yale approach to persuasion

The Yale approach to the study of persuasion, developed during and after World War II by a group of researchers led by Carl Hovland at Yale University, was one of the first systematic attempts to scientifically analyze the factors that influence attitude change.

This model focuses on "who says what to whom with what effect," breaking down the persuasive process into key components related to the source, the message, and the audience.

Historical Context and Objective

The Yale group's research arose from a context of interest in understanding propaganda and troop morale during wartime.

They sought to identify the conditions under which people are most likely to change their attitudes in response to persuasive messages.

Their approach pioneered the application of experimental methods to the study of persuasion.

Components of the Process Persuasive

The Yale model identified three main components that interact to determine the effectiveness of a persuasive message:

• The Source of Communication (Who Says): Refers to the characteristics of the communicator, such as their credibility (perception of expertise and trustworthiness) and their attractiveness (physical or likable). A source perceived as more credible and engaging tends to be more persuasive.

• The Nature of the Communication (What It Says): Involves aspects of the message itself, such as the quality of the arguments, whether it presents one or both sides of an issue, the order in which arguments are presented (primacy and recency effects), and the use of emotional appeals (such as fear).

• The Nature of the Audience (To Whom It Is Said): Considers the characteristics of the people receiving the message, such as their intelligence level, self-esteem, age, mood, and their degree of personal involvement with the issue.

Limitations and Legacy

Although the Yale approach provided a great deal of valuable information and many of its c