Yale Attitude Change Approach
Definition
The Yale Attitude Change Approach is a communication model that attempts to explain how attitudes are formed and changed. Developed by researchers at Yale University in the 1940s and 50s, it proposes that attitude change depends on several factors related to who is delivering the message (the source), what the message says (the content), how the message is delivered (the channel), and to whom the message is delivered (the audience).
The model suggests that for persuasion to be most effective, the audience needs to pay attention to the message, understand the message, accept the message, and retain the message. Each of these stages can be impacted by the factors related to source, content, channel and audience. It’s not just what you say, but how you say it, who says it, and who you're saying it to that determines if attitudes will shift. A key component is the idea of a central vs. peripheral route to persuasion. Are people carefully considering the arguments (central) or relying on superficial cues like source attractiveness (peripheral)?
Example
A leadership committee is trying to convince a community that they need to isolate in their homes for the public good.
- Source: If the message is delivered by a respected doctor versus a celebrity endorsing isolation, the doctor is likely to be seen as a more credible source, increasing the chance of increased isolation.
- Content: A message outlining the scientific benefits of isolation with statistics on increased public safety versus a message focusing on the fear of harm might utilize different routes. The first encourages thoughtful consideration (central route); the second relies on emotional response (peripheral route).
- Channel: Delivering the information via email (potentially ignored) versus a small group information session led by a community leader (more engagement) impacts attention.
- Audience: The message will resonate differently with people who already believe in isolation versus those who are skeptical. People who are busy and stressed may be more influenced by simple, easily digestible information (peripheral route) than detailed scientific explanations.
If the campaign utilizes a credible source, presents clear, compelling arguments, utilizes an engaging channel, and tailors the message to address the specific concerns of the student population, it's more likely to successfully change attitudes toward isolation.
Why it Matters
Understanding the Yale Attitude Change Approach is important for anyone involved in communication, marketing, politics, or public health. It provides a framework for crafting more effective persuasive messages. It moves beyond simply hoping people will change their minds and offers insights into how to increase the likelihood of attitude change. By carefully considering the source, content, channel, and audience, communicators can maximize their impact whether trying to sell a product, promote a social cause, or influence public opinion. Furthermore, recognizing the principles of this approach allows you to critically evaluate persuasive attempts directed at you, helping you become a more informed and discerning consumer of information.