Hovland's approach to the use of fear in persuasion is based on ____ theory.

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Hovland's approach to the use of fear in persuasion is based on learning theory, specifically the idea of classical conditioning. He argued that fear appeals can be effective in changing attitudes and behaviour if they create an emotional response that is strong enough to motivate people to take action. This response is based on the pairing of the fear-inducing stimulus (e.g. a graphic image of a car crash) with the desired response (e.g. wearing a seatbelt). Over time, the association between the two becomes strong enough that the fear-inducing stimulus alone is enough to prompt the desired response.

Hovland's Approach to the Use of Fear in Persuasion Is