A sense of exhaustion or boredom that a recipient of a message might feel if they are exposed to similar messages repeatedly, ultimately leading the recipient to avoid the message.

Message Fatigue

The effectiveness of a persuasive message is influenced by the characteristics of its source. Key attributes identified by the Yale attitude change approach include the source's credibility and their physical attractiveness.

Source Characteristics of Persuasion

The effectiveness of persuasion is influenced not just by the source or audience, but also by the features of the message itself. Key characteristics include the message's subtlety, whether it presents multiple viewpoints (sidedness), and the timing of its delivery.

Message Characteristics of Persuasion

The effectiveness of persuasion is significantly influenced by the characteristics of the audience. Key attributes that determine how a message is received and processed include the audience's level of attention, intelligence, self-esteem, and age.

Audience Characteristics of Persuasion

Analyze the following advertising campaign by identifying and explaining the key characteristics of the source, the message, and the target audience that are being leveraged to influence attitudes.

Analyzing a Persuasive Campaign

The Yale attitude change approach, pioneered by Carl Hovland, identifies three primary factors that determine the effectiveness of a persuasive message. These are the characteristics of the message's source, the content of the message itself, and the attributes of the audience receiving it.

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Originating from Carl Hovland's research at Yale University after World War II, the Yale attitude change approach is a model that outlines the conditions necessary for attitude change. It posits that the effectiveness of a persuasive message is determined by three main factors: the characteristics of the source, the content of the message, and the attributes of the audience.

Yale Attitude Change Approach

Gilovich, T., Keltner, D., Chen, S., &amp; Nisbett, R. E. (2019). Social psychology. W. w. Norton &amp; Company. 

Social Psychology

Spielman, R. M., Jenkins, W. J., & Lovett, M. D. (2020, April 22). Psychology (2nd ed.). OpenStax. https://openstax.org/books/psychology-2e/pages/1-introduction

OpenStax Psychology (2nd ed.) Textbook

Elements of Persuasion

The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, is a prominent theory explaining the dynamics of persuasion. It integrates variables from the attitude change approach—such as the characteristics of the source, the message, and the audience—to predict when attitude change will happen. The model posits that persuasive messages are processed through two primary routes: the central route and the peripheral route.

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