What is Hovland communication model?

The Hovland communication model, developed by psychologist Carl Hovland in the 1950s, focuses on the processes of persuasion and how messages influence attitudes. It identifies three key components: the communicator (source), the message itself, and the audience (receiver). The model emphasizes factors such as the credibility of the source, the content of the message, and the characteristics of the audience, highlighting how these elements interact to affect persuasion outcomes. This framework has been foundational in understanding effective communication strategies in various contexts, including marketing and public relations.