High Quality Content by WIKIPEDIA articles! The Yale Attitude Change Approach, also known as The Yale Attitude Change Model, is the social psychology 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, and thus was known later on as The Yale Attitude Change Approach. The basic paradigm 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. There are many factors and effects that come into play in each of the components of a persuasive communication, according to this approach. For instance, 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...

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