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The Yale attitude change approach (also referred to as the Yale model of persuasion) is considered to be one of the first models of attitude change. It was a reflection of the Yale Communication Research Program's findings, a program which was set up under a grant from the Rockefeller Foundation. [3]
Carl Iver Hovland (June 12, 1912 – April 16, 1961) was a psychologist working primarily at Yale University and for the US Army during World War II who studied attitude change and persuasion. He first reported the sleeper effect after studying the effects of the Frank Capra propaganda film Why We Fight on soldiers in the Army.
William James McGuire (February 17, 1925 in New York City, New York – December 21, 2007 in New Haven, Connecticut) was an American social psychologist known for his work on the psychology of persuasion and for developing Inoculation theory. [1]
Carl Hovland and his band of persuasion researchers learned a great deal during World War 2 and later at Yale about the process of attitude change. [35] High-credibility sources lead to more attitude change immediately following the communication act, but a sleeper effect occurs in which the source is forgotten after a period of time.
We are magic. With that power comes the ability to make anything happen, including love. The energy we give to matters and others can make change happen.
Leonard William Doob (March 3, 1909 – March 29, 2000) was an American academic who worked as the Sterling Professor Emeritus of Psychology at Yale University and was a pioneering figure in the fields of cognitive and social psychology, propaganda and communication studies, as well as conflict resolution.
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