During the second world war, carl hovland extensively researched persuasion for the u. Changing attitudes through persuasion principles of social. Specifically, hovland was responsible for carrying out a series of studies that contributed to the cumulative understanding of persuasion behavior that has never since been matched or even rivaled. It is widely accepted that cognitions bearing on the object of an attitude form a major component of the structure of the attitude toward that object see, for example, camp. Practical nlp language patterns for getting the response you want. Attitudes and persuasion introduction to psychology. Persuasion may affect both attitudes and behaviors. Persuasion in the context of the efficient didactic communication. Chapter 5 attitudes and attitude change radford university. Hovland these studies were published in communication and persuasion 1953. Sherif and hovland theorized that persuasion was a matter of knowing how great the discrepancy or difference was between the speaker s viewpoint and that of the audience. It posits three forces that cause receivers to elaborate in one. Outline how persuasion is determined by the choice of effective.
In developing the messagelearning approach to persuasion, hovland viewed persuasive. Several years ago, he and elizabeth harbored hopes of her marriage to mr. This model states that there several factors that will affect how likely a change of attitude through persuasion is, after all behavioural change cannot occur without attitude change also having taken place. By the late 1940s, hovland was studying films made by the u. Start studying the hovland yale model of persuasion. Outline and evaluate the hovlandyale model of persuasion. He was the first person who introduced the experimental psychology research to the field of communication studies.
He first reported the sleeper effect after studying the effects of the frank capra s propaganda film why we fight on soldiers in the army. Psychological studies of opinion change, textbook binding january 1, 1953 by hovland, carl iver, author 5. A test of a general utility theory model for probability learning. Kassel 1962 journal of experimental psychology 63 4. Psychological studies of opinion change, volume 10 carl iver hovland, irving lester janis, harold h. The hovland yale model of persuasion flashcards quizlet. This research led hovland to an analysis of symbolic processes and to work in the field of computer simulation of human thought processes. Sir walter s hopes for enhancing his family s importance through a suitable marriage rest on elizabeth, as he deems anne s beauty to have faded and mary s marriage to have given all the honour, and received none. Pdf persuasive communication theory in social psychology. Hovland started out his career studying pavlovian conditioning in the 1930s. Traditional analyses of persuasion have sought to identify how source, message, recipient, channel, and contextual factors affect a person s susceptibility to persuasion e. There was a problem to his particular approach, however. Historical foundations as noted in chapter 1, carl hovland and colleagues at yale university conducted the. The model was a major contributor to the development and understanding of attitude change and persuasion, however it is now only one part of many perspectives on persuasion.
Explaining theories of persuasion sage publications. Cognitive learning, cognitive response to persuasion, and. Thus, the model is consistent with the possibility that message recipients. Any opinions expressed in this memoir are those of the authors and do not. The handbook of attitudes routledge handbooks online. Persuasion is everywhere, playing an essential role in politics, religion, psychotherapy, education, and daytoday social interactions petty and brinol 2008, p. In social psychology, the yale attitude change approach also known as the yale attitude change model is the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages.
The first generation of research on persuasion and attitude change was led by carl hovland of yale university from the late 1940s through the 1950s. While pursuing his own research, hovland continually encouraged his associates on the yale project, a study of the conditions under which people are most likely to change their attitudes in response to persuasive messages. After the war, hovland continued his exploration of persuasion at yale university. Indeed, this cognitive learning model of persuasion is most reasonable. Carl iver hovland june 12, 1912 april 16, 1961 was a psychologist working primarily at yale university and for the us army during world war ii who studied attitude change and persuasion. If the speakers point of view was similar to that of audience members, then persuasion was more likely. The approach asserts that peoples own mental reactions to a message play a critical role in the persuasion process, typically a more important role than the message itself brock, 1967. Jun, 2019 during the second world war, carl hovland extensively researched persuasion for the u.
Inoculation theory of resistance to influence at maturity. Ao1 source factors the hovland yale model of persuasion suggests that media is persuasive if there is a focus on who says what to whom one component of this model is source factors, where one important source characteristic is the attractiveness of the communicator popular and attractive sources e. Outline and evaluate the hovlandyale model of persuasion 4. Psychologists have studied the techniques people try to use to persuade each other. The greater the individual s motivation and ability to elaborate arguments, the more the central route will be used b. Advertising and public health campaigns are examples of the use of persuasion. He also studied relationship between attitudes and convinces, the formation and change of attitudes, persuasion, skill and ability.
May 14, 2018 the work of hovland s program was described in communication and persuasion 1953 by hovland, irving l. Out of this work came a model called the yale attitude change approach, which. If the speaker s point of view was similar to that of audience members, then persuasion was more likely. Psychology, social psychology, attitudes and persuasion. Other articles where communication and persuasion is discussed.
Hovland 1939 journal of experimental psychology 25 6. Communication and persuasion 1953, both considered to be classics in the thennascent field of persuasion and attitude change. The main goal of these is to change, or change the strength of, the audience s attitude toward a certain behaviour e. The smcr model consisted of four components source variables, message variables, channel variables, as well receiver variables.
While hovland focused on an individual rather than a group level, he began to take into consideration interpersonal communication in the form of persuasion. Sherif and hovland theorized that persuasion was a matter of knowing how great the discrepancy or difference was between the speakers viewpoint and that of the audience. The fundamentals of the book emphasis on theory, clearcut explanation of findings, indepth discussion of persuasion processes and effects, and easytofollow realworld applications continue. Communication and persuasion book by hovland britannica. For 15 years hovland and his group pdc investigated different ways of presenting arguments, and judgmental processes that enter into attitude change. Persuasion introduction to psychology lumen learning. Lady elliot, sir walter s wife died fourtee n years ago and left him with three daughters. Psychology, social psychology, attitudes and persuasion oer. Yale psychologist carl hovland made singularly important.
Friedkin and johnsen s interpersonal influence model friedkin, 1999. Carl hovland is an american experimental psychologist, he studied the psychological impact on people s behavior for his whole life. Concurrently, with the rise of mass media and the pervasiveness of propaganda used in both world wars, the study and understanding. The yale group s work was first described in hovland s book communication and persuasion, published in 1953. Persuasion opens with a brief history of the elliot family as recorded in sir walter elliot s favorite book, the baronetcy. Persuasion notes history of persuasion history o arisostle father of persuasion o carl hovland and harold lasswell interested in pow susceptibility to counternarratives from the enemy propaganda during wwii propaganda o insititutional in nature, biased ideas and opinions, strong ideological benefits of studying persuasion o instrumental function develop communication competence o knowledge and. According to mcguires model, the process of persuasion involves two. Theory and applications in recreation, tourism, and natural resource management pp. Sep 15, 2003 the elaborationlikelihood model proposed by richard e. In its original form, the tripartite theory held that attitudes were comprised of these three. Hovland also developed social judgment theory of attitude change. Source factors and the elaboration likelihood model of persuasion. The hovlandyale model of persuasion flashcards quizlet. Home types models of communication in business hovelands persuasion model.
Kelley snippet view 1953 carl iver hovland, irving lester janis, harold h. Gender i all these factors could make a difference maguire s model of persuasion. Experiments on mass communication hovland, lumsdaine and sheffield 1949 and in. This term paper gives a short overview over the topic of persuasion based on the work of carl iver hovland. Background information the factors influencing persuasion persuasion is the conscious attempt to change attitudes through the transmission of a message.
Hovland and colleagues set out to determine which factors influenced the success or failure of persuasion. Carl hovland project gutenberg selfpublishing ebooks. We have tried to present the subject matter by using easy language. Along with hovlands own last book social judgment, written in collaboration with. Carl iver hovland june 12, 1912 april 16, 1961 was a psychologist working primarily at yale university and the us army during world war ii who studied attitude change and persuasion. We learn that the elliots are a respected, titled, landowning family. Derived from persuasive communications theory, psychological inoculation involves first. The article outlines a series of persuasion theories in social psychology. An introduction by russ dewey, 2015 your bibliography. In the last decade of his life hovland s research on verbal concepts and judgment led him into an intensive analysis of concept formation.
It summarizes his work, gives an overview over current studies about persuasion and discusses persuasion in an corporate context. Although any change technique is sometimes referred to as persuasion regardless of the target of influence, the term more commonly refers to a method of change in which a person is deliberately. Cacioppo in 1986 is an example of self persuasion theory. Hovlands analysis of persuasion the first generation of research on persuasion and attitude change was led by carl hovland of yale university from the late 1940s through the 1950s. Persuasion definition persuasion is a method of changing a person s cognitions, feelings, behaviors, or general evaluations attitudes toward some object, issue, or person. Hovland and hull coauthored a book titled mathematicodeductive theory of.
Learn vocabulary, terms, and more with flashcards, games, and other study tools. Mary s marriage is suitable, but sir walter hopes that elizabeth s marriage will elevate the family with an even better connection. This approach to persuasive communications was first studied by carl hovland and his colleagues at yale university. Jan 05, 2012 filed under carl hovland, correct audience, credibility theory, o keefe, source credibility, yale model. The topic of persuasion has been one of the most extensively researched areas in social psychology fiske et al. By manipulated each of these variables, carl hovland was able to creation his messagelearning approach to attitude change. Carl hovland set up a research team at yale university which looked into the nature of persuasion. We design this blog on the basis of valuable opinions of the respected teachers of differents colleges of bangladesh. In later studies on this subject, hovland collaborated with irving.
During his years at the university he developed the hovlandyale model. Chaikenaudience response as a heuristic cue in persuasion. Friedkin and johnsen, 1999 does not specify the mechanism of social influence, how they affect each other. Carl iver hovlands contributions laid the foundation for many social, cognitive. In essence, sherif and hovland found that peoples perceptions of attitudes, values, beliefs, and behaviors exist on a continuum including latitude of rejection, latitude of noncommitment, and latitude of acceptance. This model is, essentially, synonymous with the central route. The theoretical approach used by hovland s group was straightforward message learning. Hovland s dissertation provided the first evidence for a law of generalization, in which the tendency to make a response learned to one stimulus falls off exponentially with the distance separating a test stimulus from the original training stimulus along a sensory continuum, such as the continuum of auditory pitch hovland, 1937. Elliot s actions reveal his value of money over blood. Four factors which interact with each other were key to persuasive communication. Out of this work came a model called the yale attitude change approach, which describes the conditions under which people tend to change their attitudes. Filed under carl hovland, correct audience, credibility theory, o keefe, source credibility, yale model. The models of mcguire and greenwald disagree with regard to the. Muzafer sherif and carl hovland 1980 created social judgment theory attempts to determine what types of communicative messages and under what conditions communicated messages will lead to a change in someones behavior by comparing it with current attitudes.
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