The hovland yale model he came up with the hovland yale model evaluation fear appeals do work research has shown that fear appeals can be persuasive if they do not petrify the audience with fear and if the audience is informed how to avoid the danger. Its a great place to start because its both foundational, simple, and dense. They suggested that the key to understanding why people would attend to, understand, remember and accept a persuasive message was to study the characteristics of the person presenting the message. The hovlandyale model of persuasion flashcards quizlet. Some of the most chilling examples of persuasive communication come from the. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Hovland started out his career studying pavlovian conditioning in the 1930s. Published in 1817, jane austens persuasion appeared after the death of the beloved author. 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. But, its prediction of a curvilinear association between fear and persuasion is generally held to be incorrect. We have tried to present the subject matter by using easy language. Spam or selfpromotional the list is spam or selfpromotional. By the late 1940s, hovland was studying films made by the u.
Most models of persuasion posit that limitations in ability and motivation should increase reliance on cues, such as source credibility e. During his years at the university he developed the hovlandyale model. However, even when men and women are objectively equal on these dimensions, receivers perceive men as being more persuasive as speakers than women. 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.
Hovland s yale communication model defines source credibility as trustworthiness and expertise. During his years at the university he developed the hovland yale model. I first met carl hovland when i arrived for graduate study in yales illustrious department of psychology in the fall of 1951. Jane austens persuasion is julys book janes last completed novel won the vote. The general model of the yale approach, shown in the table below, is still. Master the art of persuasive communication video one of three. Theory and applications in recreation, tourism, and natural resource. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Hovland also developed social judgment theory of attitude change. In 1953, hovland and colleagues published communication and persuasion, a volume of work highlighting major research findings and theoretical analyses on the processes of persuasion. Concurrently, with the rise of mass media and the pervasiveness. Home types models of communication in business hovelands persuasion model.
Second, communication is the means to achieve that goal. This approach to persuasive communications was first studied by carl hovland and his colleagues at yale university. In the 1940s, america strengthened the research on. Out of this work came a model called the yale attitude change approach, which. Psychological studies of opinion change, in which he contemplates his main conclusions and analysis in the persuasion processes. Specifically, his experiments assessed the effects produced on opinion and attitude change by the manner and organization in which information is presented. He values constancy, practicality, and firmness of mind in women, characteristics that will make a good navy wife. Finally, carl hovland revolutionized communication and persuasionrelated studies. In the 1950s, carl hovland and his colleagues at yale university conducted the first systematic analysis of persuasion in what was known as the yale communication project. We design this blog on the basis of valuable opinions of the respected teachers of differents colleges of bangladesh. The order of presentation in persuasion carl iver hovland snippet view 1966. In developing the messagelearning approach to persuasion, hovland viewed persuasive. Pdf persuasive communication theory in social psychology.
Out of this work came a model called the yale attitude change approach, which describes the. 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. Carl hovland set up a research team at yale university which looked into the nature of persuasion. Hovland these studies were published in communication and persuasion 1953. The source credibility theory as propounded by hovland, janis and kelly 1963 stated that people or receivers are more likely to be persuaded when the source presents itself as credible. We can debate whether or not it reveals the authors intimate life, but we should be able to.
The yale groups work was first described in hovlands book communication and persuasion, published in 1953. Yale model of communication and persuasion based on janis. 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.
Check out the new look and enjoy easier access to your favorite features. Yale psychologist carl hovland made singularly important. 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. 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. Inspiration brought by hovlands persuasion communication. Start studying the hovland yale model of persuasion. Furthermore, hovland 1963 and weiss 1974 later studied the influence of sources in persuasion. In 1953, he published his work on massive communication, communication and persuasion. Hovland and colleagues set out to determine which factors influenced the success or failure of persuasion. During the second world war, carl hovland extensively researched persuasion for the u. Hovlands persuasion communication theory model was considered as the most important origin of modern research attitude changing2. The effects of source credibility in the presence or. In contrast, we argue that people who do not have a prior attitude should be most likely to resort to source credibility as a relevant piece of information and to make a judgment. 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.
Due to hovlands empirical approach, the theory of persuasion is very practical. Captain frederick wentworth the object of annes affections, captain wentworth is a gallant naval officer who, welleducated and wellmannered, has made his own fortunes by climbing the naval ranks. If the speakers point of view was similar to that of audience members, then persuasion was more likely. 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. Jan 05, 2012 carl hovland set up a research team at yale university which looked into the nature of persuasion. Certainly the idea of persuasion runs through the book, with vignettes within the story as variations on that theme. Oin consultation with carl, i designed and carried out an experiment on the sleeper effect in which the tendency to endorse a proposition from a low credibility source in. Psychological studies of opinion change carl iver hovland snippet view 1953 carl iver hovland, irving lester janis, harold h. Works by hovland 1supplementary bibliography 2carl i. Explaining theories of persuasion sage publications. William mcguire perhaps best known for his inoculation theory, which concerns how to create resistance to persuasion proposed a model of attitude change that helps understand the yale approach to persuasion. She first published it in the 2003 book emotional intelligence and negotiation, and again in the 2008 book the purchasing models handbook. They suggested that the key to understanding why people would attend to, understand, remember and accept a persuasive message was to study the characteristics of the person presenting the message, the contents. This bibliography was generated on cite this for me on sunday, may 31, 2015.
This is a report of a program of coordinated systematic resea. The model is based on work by the psychologist kenneth berrien. It was a reflection of the yale communication research programs findings, a program which was set up under a grant from the rockefeller foundation. Historically, there have been two major programs of attitude change research in social psychology, one a learning theory approach associated with carl hovland. Psychological studies of opinion change hovland, carl i. The yale attitude change approach, also referred to as the yale model of persuasion or yale school research is considered to be one of the first models of attitude change. Speaker credibility in persuasive business communication. Attitudes and persuasion openstax psychology revisions. Carl hovland and his associates at yale assumptions. Communication and persuasion book by hovland britannica. Although readers of persuasion might conclude that austen intended persuasion to be the unifying theme of the story, the book s title is not hers but her brother henrys, who named it after her untimely death. Andrea reynolds developed the persuasion tools model see figure 1 below.
Carl hovland thought that the ability of someone to resist persuasion by a certain group. Incorrect book the list contains an incorrect book please specify the title of the book. The hovland yale model research support for audience factors igartua et al. Hovland yale model 10 marks one model of persuasion through the media is the hovland yale model which says that three factors affect the communication process that influences persuasion. Influence, by robert cialdini this is the classic book on how to persuade someone without them even noticing. Explaining theories of persuasion s ince the mid1930s when dale carnegie first published his bestselling book how to win friends and influence people, the notion of how to persuade others has been both a popular and profitable subject. Psychological studies of opinion change, hovland, carl iver, on.
The power and prevalence of persuasion have led to a great deal of scientific research investigating the factors that make a persuasive appeal effective. 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. First, persuasion involves a goal and the intent to achieve that goal on the part of the message sender. Carl hovland is the experimental psychologist of yale university, under the teaching of the wellknown behaviorist, hull. Psychologists have studied the techniques people try to use to persuade each other. Persuasion is defined here at its most fundamental. Reviews the book communication and persuasion by c. They suggested that the key to understanding why people would attend to, understand, remember and accept a persuasive message was to study the characteristics of the person presenting the message, the contents of the message, and the characteristics of the receiver of the message. A successor to elm was the persuasion knowledge model pkm of friestad and wright 1994. Kelman now cabot professor of social ethics at harvard, described to me how the drafting of his 1953 paper with hovland began. What are the best books about the psychology of persuasion.
Third, the message recipient must have free will i. The models of mcguire and greenwald disagree with regard to the. Hovland 3 19121961, american pioneer in communications research, began his career as an experimental psychologist working on classical problems of conditioning and human learning. Jan 16, 2020 during the second world war, carl hovland extensively researched persuasion for the u. Attitudes and persuasion introduction to psychology. Other articles where communication and persuasion is discussed. The order of presentation in persuasion volume 1 of yale studies in attitude and communication volume 192 of bibliographie pp. This research led hovland to an analysis of symbolic processes and to work in the field of computer simulation of human thought processes. Persuasive communication psychology of persuasion the. See all 5 formats and editions hide other formats and editions. Find books like persuasion from the worlds largest community of readers. Inappropriate the list including its title or description facilitates illegal activity, or contains hate speech or ad hominem attacks on a fellow goodreads member or author.