Yale Attitude Change Approach

The Yale Attitude Change Approach is a psychological framework that examines how people's attitudes can be influenced or changed through persuasive communication. Developed at Yale University, it focuses on three key components: the source of the message (who delivers it), the message itself (what is said), and the audience (who receives it). The effectiveness of persuasion depends on factors like credibility, emotional appeal, clarity of the message, and the audience's characteristics. By studying these elements, researchers seek to understand how and why people shift their beliefs, which has applications in fields like advertising, politics, and public health.