Hovland-Yale model

• Who say what to whom?
• Communicators - is there source a credible source, is health information coming from a professional or someone online.
• Message - the message should have an emotional appeal and be two sided this may include, making people aware of the dangers of drinking but also acknowledging that it can provide pleasure.
• Recipient - the intelligence levels of the recipient must be take into account.
• Hovland - researched which was more persuasive academic journal or newspapers. The academic journal more easily swayed opinions.