Demonstrated how characteristics of the counselor, client, and the counselor's message influenced a client's change. The Hovland group started the Yale Communication and Attitude change program. They proposed that for a persuasive message to have influence, the recipients of the message must learn its contents and be motivated to accept it. People can be persuaded only by an argument they attend to, comprehend, and retain in memory for later use. Hindsight Bias exercise.
Social psychologists are the best methodological researchers in psychology.
Short discussion of the lecture Small group exercise. Present MSV study.