CARL HOVLAND AND ATTITUDE CHANGE

Carl Hovland was a prominent American psychologist known for his pioneering work in the field of communication and attitude change. His research laid the foundation for understanding how attitudes are formed and modified, and he made significant contributions to the study of persuasion.

Carl Hovland (1912-1961) was a renowned psychologist who made significant contributions to the field of social psychology, particularly in the area of attitude change. His research focused on understanding how individuals' attitudes are influenced by persuasive communication and how these attitudes can be changed.

Carl Hovland and attitude change:

1. Yale Communication and Attitude Change Program: Hovland conducted groundbreaking research as part of the Yale Communication and Attitude Change Program during the 1950s. This program aimed to investigate the factors that contribute to effective persuasion and communication.

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3. The Hovland-Yale Model: Hovland and his colleagues developed the Hovland-Yale Model, which emphasized three key components in the process of attitude change: the source (who delivers the message), the message itself, and the audience (those receiving the message). According to this model, the credibility of the source, the quality of the message, and the receptiveness of the audience all play crucial roles in shaping attitude change.

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5. The Elaboration Likelihood Model (ELM): While Hovland's work was foundational, it was further expanded upon by later researchers. One of the notable developments in the study of attitude change is the Elaboration Likelihood Model (ELM), proposed by Petty and Cacioppo. ELM builds on Hovland's ideas and explores how people process persuasive messages through either a central route (careful analysis) or a peripheral route (superficial cues). This model has become influential in understanding the intricacies of persuasion.

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7. Practical Applications: Hovland's research has had practical applications in fields such as advertising, marketing, and political communication. Understanding the factors that influence attitude change has allowed advertisers and politicians to craft more effective messages to sway public opinion.

Carl Hovland's work on attitude change has had a lasting impact on the field of psychology and communication. His research and the models he developed have provided valuable insights into how attitudes are formed and modified, with implications for various aspects of human interaction and persuasion.