Carl Hovland

Definition

Carl Hovland was a prominent American psychologist known for his research on attitude change and persuasive communication during the mid-20th century. His work laid the foundation for understanding how various factors, such as the source of a message, its content, and the audience's characteristics, influence the effectiveness of persuasive communication. Hovland's contributions are crucial in designing research that explores the dynamics of message delivery and reception, which ultimately informs effective research design selection.

5 Must Know Facts For Your Next Test

1. Hovland conducted extensive experiments during World War II to understand how propaganda could influence soldiers' attitudes and behaviors.
2. He proposed that the effectiveness of persuasion depends on three main factors: source, message, and audience.
3. Hovland's work led to the development of models like the Yale Attitude Change Approach, emphasizing the role of communication in shaping public opinion.
4. His research highlighted the importance of emotional appeal alongside logical arguments in persuading an audience.
5. Hovland also explored how group dynamics and social influence can alter individual attitudes, which is essential for designing effective communication strategies.

Review Questions

• How did Carl Hovland's research influence our understanding of persuasive communication?
  • Carl Hovland's research significantly shaped our understanding of persuasive communication by identifying key elements that affect attitude change. He focused on factors such as source credibility, message content, and audience characteristics. His findings helped establish the groundwork for future studies on how these elements interact to determine the effectiveness of communication strategies, providing valuable insights for researchers and practitioners alike.
• Discuss how Hovland's findings regarding source credibility can inform research design selection in communication studies.
  • Hovland's findings about source credibility highlight the importance of selecting credible sources when designing communication research. A trustworthy and knowledgeable source can enhance the persuasiveness of messages, making it essential to consider who delivers information in any study. Researchers must ensure that their sources are perceived as credible by their audience, as this can significantly impact data collection and interpretation regarding audience responses.
• Evaluate the relevance of Hovland's theories on attitude change in today's digital communication landscape.
  • Carl Hovland's theories on attitude change remain highly relevant in today's digital communication landscape, where information is rapidly shared across various platforms. With the rise of social media influencers and online content creators, understanding how source credibility affects persuasion has become more critical than ever. Evaluating how emotional appeals and logical arguments can be framed within digital messages allows researchers to analyze modern communication strategies effectively and adapt Hovland's foundational concepts to contemporary contexts.

Related terms

Persuasion: The process by which a person's attitudes or behaviors are influenced by communication from others.

Source Credibility: The degree to which the source of a message is perceived as trustworthy and knowledgeable, which affects how persuasive the message is.

Message Framing: The way information is presented in a message that can significantly affect audience perception and response.