Hovland-Yale model of persuasion

Presenting UX Research And Design To Stakeholders: The Power Of Persuasion

Smashing Magazine

Victor Yocco, PhD, with over a decade of experience as a UX researcher and research director, discusses how UX professionals can use persuasion techniques to effectively communicate complex research findings to stakeholders. He highlights the importance of tailoring the presentation format to fit stakeholders' needs and showcases the Hovland-Yale model of persuasion, explaining how its components (“Source”, “Message”, “Audience” and “Internal Mediating Process”) can be applied to UX research. He emphasizes that persuasion is about helping people understand, not tricking them, and focuses on building trust through transparency, clear communication, and maintaining credibility.

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