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: "In education, the message learning approach implies that the successfulness of learning a new piece of information will depend entirely on the persuasive language involved."
Cite this page: N., Pam M.S., "MESSAGE-LEARNING APPROACH," in, April 7, 2013, (accessed September 16, 2021).