Techniques of Attitude Change Hovland Research'Two-Sided Messages Two-sided messages seem to be preferable for audiences with higher educational levels,although obtained differences are not supported in all studies. Two-sided messages seem to be preferrable when the audience initally disagrees with the communicator's position. Two-sided messages seem to be preferable when there is a possibility that the audience will be exposed to messages opposing the source's position. One-sided messages are more effective when the receiver is already in agreement with the source provided that the receiver is not likely to beTechniques of Attitude Change • Hovland Research’ Two-Sided Messages • Two-sided messages seem to be preferable for audiences with higher educational levels, although obtained differences are not supported in all studies. • Two-sided messages seem to be preferrable when the audience initally disagrees with the communicator's position. • Two-sided messages seem to be preferable when there is a possibility that the audience will be exposed to messages opposing the source's position. • One-sided messages are more effective when the receiver is already in agreement with the source provided that the receiver is not likely to be exposed to later opposing messages. • Prior attitude and commitment may interact with sidedness, tending to cover up the potential effects of message sidednesss