Homework Clinic
Social Science Clinic => Psychology => Topic started by: rachel9 on Jun 22, 2018
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In the Yale Attitude Change approach, there are three components to attitude change. Identify and describe these three parts of the model. Then state the major criticism of this model.
What will be an ideal response?
Question 2
Describe when people are more likely to use the central route to persuasion, and when they are more likely to use the peripheral route. When people are using the central route, what will make an appeal more persuasive?
When they are using the peripheral route, what will make an appeal more persuasive?
What will be an ideal response?
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Answer to Question 1
Answer: The three components are: aspects of the source (level of expertise, for instance); aspects of the communication (for instance, the strength of the argument); and aspects of the audience (for instance, are they high in the need for cognition). The main criticism of this model is that there is little evidence to tell when or how sources may be more important than message characteristics or audience characteristics.
Answer to Question 2
Answer: People are more likely to use the central route (to attend to, think about, and elaborate on messages' contents) when they have the ability and motivation to attend; they are more likely to use the central route when they are not distracted or tired, when the issue is personally relevant to them, and when they are high in need for cognition. People are more likely to use the peripheral route (to pay more attention to peripheral cues) when they lack the ability or motivation to attend to the message; they are more likely to use the peripheral route when the message is hard to comprehend, when they are tired or distracted, or when the issue is not personally relevant. When people use the central route, argument quality is especially important; when people use the peripheral route, such irrelevant factors as communicator attractiveness, message length, or communicator status become more important.