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Carl Hovland, a psychologist, developed theories on judgment and attitude change, emphasizing the influence of message sources, content, and context on persuasion. His research highlighted how existing attitudes can distort judgments and the importance of credibility and self-involvement in the acceptance of persuasive messages. The theory of social judgment formalizes the relationship between attitudes and judgments, predicting that discrepancies in beliefs can lead to attitude changes depending on the lat

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