Hovland's methodological advance, ______, was to take a piece of stimulus material (for example, a film) and systematically isolate and vary its potentially important elements independently and in combination to assess their effects on audience members undergoing similar variation.

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Hovland's methodological advance was controlled variation, which involves systematically isolating and varying elements of a stimulus to assess their effects on the audience. This approach allows for a detailed understanding of how different factors influence audience reactions.

Hovland's Methodological Advance, ______, Was to Take a Piece of Stimulus