Message-Learning Approach (Hovland Model; Yale Model) (Carl Hovland, 1940s) – a Persuasion Theory that focuses on affecting the learner’s attitude. The model posits a five-step process (Exposure, Attention, Comprehension, Yielding, Retention) and identifies four clusters of factors that determine effectiveness of interventions (Source, Message, Channel, Recipient).
Please cite this article as:
Davis, B., & Francis, K. (2022). “Message-Learning Approach (Hovland Model; Yale Attitude Change Approach; Yale Model)” in Discourses on Learning in Education. https://learningdiscourses.com.
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