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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
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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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