What is the Hovland model?
This approach to persuasive communications was first studied by Carl Hovland and his colleagues at Yale University during World War II. The basic model of this approach can be described as “who said what to whom”: the source of the communication, the nature of the communication and the nature of the audience.
What is persuasive theory according to Hovland?
Hovland demonstrated that certain features of the source of a persuasive message, the content of the message, and the characteristics of the audience will influence the persuasiveness of a message (Hovland, Janis, & Kelley, 1953). Similarly, more attractive speakers are more persuasive than less attractive speakers.
What are the models of persuasion?
The two most prominent dual process models are the elaboration likelihood model and the heuristic systematic model. They both postulate that persuasion operates via two different modes of information processing. One is more effortful and more deliberate, whereas the other is less resource demanding and less analytical.
What did Hovland demonstrate psychology?
Hovland’s research ultimately led to a new understanding of behavior, cognition and thought. Following Hovland’s death, Schramm (1963) characterized the attitude change program as “the largest single contribution to the field of social communication any man has made.”
What are the four main elements of persuasion?
The persuasion includes four basic elements—source, receiver, message and channel.
- The source is the place of origin of a message i.e., a person who sends a communication,
- the receiveris the person at whom the message is aimed at or sent,
- the message is the information that is being transmitted by the source,
What are the two audience traits that influence persuasion?
Features of the audience that affect persuasion are attention (Albarracín & Wyer, 2001; Festinger & Maccoby, 1964), intelligence, self-esteem (Rhodes & Wood, 1992), and age (Krosnick & Alwin, 1989). In order to be persuaded, audience members must be paying attention.
What is persuasion theory?
Persuasion Theory is a mass communication theory that deals with messages aimed at subtly changing the attitudes of receivers.
What is the persuasion knowledge model?
Friestad and Wright’s (1994) Persuasion Knowledge Model (PKM) assumes that when individuals are exposed to a persuasive message they will activate and carry out strategies designed to defend against that persuasive message. These behaviors are referred to as coping skills, processes, or strategies.
What characteristics affect the persuasion process?
What is Carl Hovland’s theory of persuasive communication?
Said theory claimed that a successful persuasive communication must present only one side of an argument. However, Carl Hovland’s research contradicted it. After the war and once he returned to Yale, he focused his research on social communication.
What did Hovland do for Social Communication?
Hovland then extended his studies to the fields of problem-solving, communication, opinion change, and social judgment. Many experts claim that he was the expert who most contributed to social communication, a field no one cared to research.
What did Carl Hovland contribution to psychology?
In 1953, he published his work on massive communication, Communication and Persuasion: Psychological Studies of Opinion Change, in which he contemplates his main conclusions and analysis in the persuasion processes. Finally, Carl Hovland revolutionized communication and persuasion-related studies.
What did Carl Hovland disprove about unilateral information presentation?
However, it’s worth noting that Hovland and his team managed to disprove the Nazi theory on the effectiveness of unilateral information presentation. Said theory claimed that a successful persuasive communication must present only one side of an argument. However, Carl Hovland’s research contradicted it.