Final answer:
The Yale attitude change approach acknowledges that fear-arousing messages can be persuasive, especially when combined with instructions to avert the feared event. The approach differentiates between the central route of deep content processing and the peripheral route of cue-based persuasion, impacting how messages are crafted for advertising and other persuasive efforts.
Step-by-step explanation:
Yale Attitude Change Approach
The Yale approach to persuasion, developed by researchers such as Hovland, Janis, and Kelley, outlines various factors that affect how persuasive a message can be. While the question focuses on the use of fear-arousing messages, it is indeed a finding of the Yale researchers that such messages can enhance persuasion under certain circumstances. For instance, when the fear-arousing message is combined with instructions for avoiding the feared event, the message can be quite persuasive. However, it is also important to note that leveraging fear without providing a solution can sometimes lead to denial or avoidance rather than persuasion.
Persuasion techniques are divided into the central and peripheral routes. The central route involves deep processing of the content and is effective when the audience is analytical and motivated. The peripheral route, on the other hand, relies on surface-level cues like celebrity endorsement or positive emotions and is less about the factual content. From a messaging standpoint, features like subtlety, sidedness, and timing can all influence the effectiveness of persuasive communication. Emotional appeals, while engaging, are not necessarily grounds for logical conclusions.
Understanding these aspects of persuasion is crucial for fields such as advertising, where effective communication strategies are vital for success. Whether using the central or peripheral route, knowing your audience and how to craft your message are key components in achieving the desired attitude change.