McGuire's Information-Processing Model
According to the Yale model of information-processing developed by McGuire,
attitude and behavioral change will occur in response to persuasive communication
if and only if all the following steps are satisfied:
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the message must be presented (raising the problem of agenda control)
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the message must be attended to (raising the problem of inattention
and selective exposure)
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the message must be comprehended (raising the problem of selective perception)
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the message must be accepted
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the message must be retained
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the message much lead to behavior change