The Yale Approach - Overview Cheat Sheet by Davidpol
yale approach mcguire persuasion
The Yale Approach - Overview Persuasion
William McGuire (perhaps best known for his inoculation theory, on how to create resistance to persuasion) proposed a model of attitude change that helps understand the Yale approach to persuasion. McGuire’s (1968) model of the persuasion process includes six steps (sometimes it is described as five steps, omitting “Presentation”):
William McGuire Model
Presentation > Attention > Comprehension > Yielding > Retention > Behavior
Presentation / Exposure
The term for the persuasive message.
Attention / Awareness
People cannot be persuaded by a message they ignore, so once the message is "Presented" to the audience the next step in the persuasion process is paying “Attention.”
Comprehension / Understanding
The Receivers (in the audience) must understand the message before it will influence their attitudes.
Yielding / Acceptance
Is the term for "Acceptance", the point at which the Receiver accepts the message and their attitude change. When a persuasive message succeeds at changing a listener’s mind (attitudes), Receiver has yielded to the message.
How long the attitude change lasts.
Behavior / Action
“Behavior” to be the ultimate goal of persuasive discourse. Changing one's behavior based on the Persuasion message.
Action - Behavior Modification
McGuire considered “Modifier Behavior” to be the ultimate goal of persuasive. Look at the persuasion surrounding us -- sales messages advertising goods and services, political messages asking us to vote for politicians, public service messages urging us not to drink and drive - persuasion often has action as its goal.
Note: Attitudes do change; if they were permanent, we couldn’t hope to change them with persuasive messages. But since attitudes do change, that means when we succeed at changing someone’s attitude, that change may not last forever -- other persuasive messages or experiences could change their "Attitude" again.
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