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According to the Hovland ­ Yale model we can understand attitude change by a
number of processes such as attention, understanding of the content, reaction
towards it etc. Persuasion is dependent on factors such as the source of
information provided who is giving the message, the message (what is it…

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Elaboration likelihood model

Researchers suggested two routes to persuasive communication depending on
whether the audience is likely to focus on the message itself o other factors like
whether the source is attractive. If the audience are going to focus on the
message then a central route to persuasion is more…


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