The Yale Attitude Change Approach

The Yale Attitude Change Approach is a framework developed by researchers at Yale University to understand how people's attitudes change through persuasive communication. It emphasizes three key factors: the source of the message (who delivers it), the message itself (what is said), and the audience (who receives it). Effective persuasion often depends on the credibility of the source, the clarity and emotional appeal of the message, and the characteristics of the audience, such as their prior beliefs and emotions. This approach highlights that changing attitudes involves a complex interplay of these elements.