Techniques of Attitude Change Hovland Research'Two-Sided Messages In their studies,researchers discovered that when trying to persuade an audience,the communicator must decide whether he should present both sides of an issue.If concerned with order effects,the researcher must also determine when to present each side,if dealing with two- sided messages.Whether presenting both sides or a single argument,the speaker must determine the placement of arguments within the message.Many factors are involved in one-sided and two-sided messages,and much like determining order effects,the effectiveness of each depends on the a variety of circumstances.Before discussing one and two-sided messages in correlation with order effects,Hovland's findings demonstrate the situational nature of effectiveness in this type of Techniques of Attitude Change • Hovland Research’ Two-Sided Messages • In their studies, researchers discovered that when trying to persuade an audience, the communicator must decide whether he should present both sides of an issue. If concerned with order effects, the researcher must also determine when to present each side, if dealing with two￾sided messages. Whether presenting both sides or a single argument, the speaker must determine the placement of arguments within the message. Many factors are involved in one-sided and two-sided messages, and much like determining order effects, the effectiveness of each depends on the a variety of circumstances. Before discussing one and two-sided messages in correlation with order effects, Hovland's findings demonstrate the situational nature of effectiveness in this type of communication