first proposed by U.S. psychologist Carl I. Hovland (1912 - 1961) which implies that a change in attitude can be likened to a message learning process, in that an attitude can be changed but only if the message stimulating this change is clear. There is five steps to this process- exposure, attention, comprehension, yielding and retention, all of which are important for overall success.
MESSAGE-LEARNING APPROACH
Sam holds a masters in Child Psychology and is an avid supporter of Psychology academics.
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