Outline the Hovland and Yale model (10marks)

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Attitude change can only occur if a message is learned anf therefore remembered. Therefore, audience must pay attention to the message and understand what is being communicated. There are three important factors when portraying a persuasive message...

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Must be credible, have relevant experience, be an expert, trustworthy, unbiased, and support the message despite self-interests, be attractive and…

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