<P> In social psychology , the Yale attitude change approach ( also known as the Yale attitude change model ) is the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages . This approach to persuasive communications was first studied by Carl Hovland and his colleagues at Yale University . The basic model of this approach can be described as `` who said what to whom '' : the source of the communication , the nature of the communication and the nature of the audience . According to this approach , many factors affect each component of a persuasive communication . The credibility and attractiveness of the communicator ( source ) , the quality and sincerity of the message ( nature of the communication ) , and the attention , intelligence and age of the audience ( nature of the audience ) can influence an audience 's attitude change with a persuasive communication . Independent variables include the source , message , medium and audience , with the dependent variable the effect ( or impact ) of the persuasion . </P>
<P> In social psychology , the Yale attitude change approach ( also known as the Yale attitude change model ) is the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages . This approach to persuasive communications was first studied by Carl Hovland and his colleagues at Yale University . The basic model of this approach can be described as `` who said what to whom '' : the source of the communication , the nature of the communication and the nature of the audience . According to this approach , many factors affect each component of a persuasive communication . The credibility and attractiveness of the communicator ( source ) , the quality and sincerity of the message ( nature of the communication ) , and the attention , intelligence and age of the audience ( nature of the audience ) can influence an audience 's attitude change with a persuasive communication . Independent variables include the source , message , medium and audience , with the dependent variable the effect ( or impact ) of the persuasion . </P>
the yale attitude change approach focused on a number of factors that influence
the yale attitude change approach focused on a number of factors that influence
an audience 's attitude change with a persuasive communication
an audience 's attitude change with a persuasive communication