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The Nature of Attitudes and Persuasion

The Yale Approach

Congruity Theory

Cognitive Dissonance Theory

Social Judgment/ Involvement Theory

Information Integration Theory

Theory of Reasoned Action

Elaboration Likelihood Model

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The Yale Approach
The Yale Approach - Overview 
Speaker
Message:
 
- Message Organization
 
- Message Content
Strengths and Weaknesses of the Yale Approach
Glossary
References
Self-test
Strengths and Weaknesses of the Yale Approach
This perspective produced a great deal of research, and insight, into the nature of persuasion. This research supports its assumption that we can identify factors or steps in the process of persuasion that influences attitude change. The Yale Approach does a good job at identifying factors (for example, expertise, organization, or evidence) that influence persuasion than explaining how or why these factors matter. The model of the six steps of persuasion is an important point of view on the nature of persuasion (although the Elaboration Likelihood Model argues effectively for another step: what the audience thinks about the message and its topic). The major weakness is that it is a theory about the steps in the persuasion process but not about how persuasion (yielding) actually occurs. It tends to assume that attitude change comes from learning a message’s ideas. While learning a message’s ideas can lead to persuasion, as we shall see when we discuss the Elaboration Likelihood Model, learning does not assure persuasion and persuasion can occur when a message is not learned. So, learning a message cannot tell the whole story of persuasion.

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