Hovland-Yale

• The communicator (source) -> credibility, attractiveness.
• The communication (message) -> emotional appeal.
• The recipients (audience) -> intelligent people resist persuasion, and people with low self-esteem are easier to persuade.
• Purpose -> predicting behavioural change.
• Evaluation of Hovland-Yale (positives) -> support for effectiveness.
• Evaluation of Hovland-Yale (negatives) -> attitude change, not behaviour change, role of self esteem (evidence suggests people with high self esteem are actually easier to persuade, opposite to theory).