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`Discuss the relationship between persuasion and attitude change' 9 + 16

Hovland Yale Model plan

The Hovland Yale Model (HYM) is a model of persuasion, showing how the media can
persuade an audience to change their attitudes. Hovland found that effective persuasion
could be achieved by focusing on `who says…

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application and could be used as a basis for improved awareness campaigns, but it is not
known whether or not these attitude changes were long term or not, so this method may not
be as effective as suggested.


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