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yale social psychology


It was a reflection of the Yale Communication Research Program's findings, a program which was set up under a grant from the Rockefeller Foundation. Their findings are consistent with the hypothesis that supports the relationship between internalization of norms and stronger group attachments.[3]. The study showed that messages were more effective when contained low-leveled threat references such as "cavities" or "tooth decay" instead of "strong appeal" references, such as exclaiming serious infections that could cause paralysis and kidney damage. The model was a major contributor to the development and understanding of attitude change and persuasion, however it is now only one part of many perspectives on persuasion. Print, for example, is particularly effective by providing for specialized interests and tastes to a greater extent than other mediums.

Browse Subjects. [3], In terms of the audience the Yale group concerned themselves with the audience predisposition, which they defined as the audience's motives, abilities, personalities,[3] and the context of the situation. Using the concept of the fait accompli (a completed, irreversible "done deal"), Bauer described artifacts such as nuclear power, information technology and genetic engineering as types of social influence.[25]. The search claim for the mountain bike was its weight, the experience claim was its ease of control. Audiences that are distracted during the persuasive communication will often be persuaded less than audiences that are not distracted. News In Electronic Encyclopedia of Communication. In social psychology, the Yale attitude change approach (also known as the Yale attitude change model) is the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages.This approach to persuasive communications was first studied by Carl Hovland and his colleagues at Yale University. [17] The research was considered a landmark in the development of attitude change and persuasion.[18]. [9] The study (referenced in Experiments on Mass Communications, 1948) looked at whether a message given to American soldiers would be more effective if it only advocated one position or if it advocated both sides of the position.

Home > Search: "Social psychology" Search Terms Search Type. Subscribe to hear when New Releases or Catalogs are ready. [1] By nature, there is a primacy effect that occurs with speakers. [8] Carl Hovland was appointed the Chief Psychologist and director of Experimental Studies for the U.S war Department. They contributed this effect to the expertise of the source and the confidence in the sources sincerity in delivering the message.

Communication Institute for Online Scholarship. The Yale group observed the effects of credibility on persuasion.

Society of the spectacle / Guy Debord. [9] Additionally, two sided arguments were also better at generating change of opinion in those soldiers who opposed the argument initially. If there is a delay after every speech, then it is better to go last because of the recency effect where people remember the most recent event the most. Their results indicated that participants regarded sources with higher credibility more favorably than those considered as low-credibility. *Previously named Understanding Behaviour and Cognition, Statistics & Research Methods for Psychology, Topics in Psychology: The Pursuit of Happiness, The Human Condition: Psychology & Health in Literature, Community Health Assessment and Improvement, Social and Behavioural Foundations of Health, Concurrent Degree with Lee Kuan Yew School of Public Policy, Concurrent Degree with NUS School of Computing, Concurrent Degree with Yale School of Public Health, Double Degree Programme in Law and Liberal Arts, Silver Scholars Programme with Yale School of Management, Special Programme with Yale School of the Environment, Yale-NUS & Duke-NUS Liberal Arts and Medicine Pathway, © Copyright 2020 Yale-NUS College. gregory.mccarthy@yale.edu: SSS309C: Director of Undergraduate Studies Jutta Joormann: … 12:00am to 1:00am » Full GSAS Calendar » GSAS Academic Calendar Students and faculty in Social Psychology seek to understand human experiences and behaviors in social settings. [3] In essence a person must "first notice the message, and pay attention to it, then comprehend its meaning, and finally accept it".

[8] After the war Hovland, Arthur A. Lumsdaine, and Fred D. Sheffield published a report of the major research findings of the Experimental section of the Research Branch under the publication Experiments on Mass Communication, 1949[9].

The elaboration likelihood model: Current status and controversies. studied[11] the resistance to attitude change when a person is a member of a group and discovered five factors that induce conformity of opinion within a group: 1) the individual's knowledge of group norms, 2) the extent to which the individual values group membership, 3) the individuals social status or rank within the group, 5) salience of the group(the extent to which a specific group is dominant in the individual's awareness at the time the 'counter persuasion' is delivered, Because these five factors play an influential role in inducing conformity, members may resist attitude change when the group is exposed to a message that counters group norms/culture. [3]  The Yale group had a total of five publications reporting the findings of their experiments (including Communication and Persuasion) under the same model, they were: The Order of Presentation in Persuasion, Personality and Persuasibility, Attitude Organization and Change, and Social Judgement that further explored each factor.
[22] One weakness of the approach is the nature of its steps—specifically, the yielding step. The credibility of the claims was also compared.
They found that people were more willing to be persuaded by a strong message by an attractive female. Research on external factors which influence individual's attitude has a strong focus on marketing strategy applications. A follow up study conducted by Lumsdaine and Janis, Resistance to counter propaganda produced by a one-sided versus two-side propaganda presentation(1953),[14] explored the resistance of opinion change motivated by argument structure. [7] The Yale school's approach is considered convergent. According to Aristotle, there are three means of persuasion: the character of the speaker, the emotional state of the listener and logos (the argument itself). [23] This Information processing paradigm's heritage lays in the message learning theme and theories that guided the work done on persuasion and attitude change by the Yale Communications program. The results indicated that consumers were more likely to believe (and be satisfied with) claims if they thought the source was trustworthy or had experience with the product. Aronson, Elliot, Timothy D. Wilson, and Robin M. Akert. They brought forth emphasis on the importance of learning theories behind attitude change and laid a strong foundation of mass findings that stimulated further research related to persuasion. It was determined that the Internet was most successful at transferring scientific knowledge to the public because it contains an optimal amount of visual information and combines art and science in a creative, informative way.

William McGuire(1968) further broke down Hovland et al. [6], The Yale Attitude Change Approach, also referred to as the Yale Model of Persuasion or Yale School Research is considered to be one of the first models of attitude change.

[3]  The Yale group examined attitude change from a learning theory perspective and information processing approach. Two sided messages were more effective in maintaining sustained opinion change. In addition, attractive speakers have a stronger influence than those who are unattractive, depending on the condition. The study demonstrates that the credibility of a source correlates with its ability to persuade.[27].

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