message-learning approach
a theory that conceptualizes attitude change as a type of learning process in which the extent of attitude change is determined by how well the arguments in a persuasive message are learned. This process is seen as having five steps: exposure, attention, comprehension, yielding, and retention. The theory postulates that performance of these steps can be affected by four different types of variables: source factors, message factors, channel factors, and recipient factors. Also called Hovland model; Yale model. [originally developed by Carl I. Hovland and his colleagues at Yale University]