Hovland-Yale Model

The Hovland-Yale Model explains how people are influenced by persuasive communication. It outlines three key factors: the source of the message (who is delivering it), the message itself (what is being said), and the audience (who is receiving it). Effective persuasion depends on the credibility of the source, the clarity and appeal of the message, and how well the audience can relate to it. This model helps us understand why certain advertisements, speeches, or campaigns are more convincing than others, based on these elements working together to change attitudes or behaviors.