Hovland s model of persuasion book

After the war, hovland continued his exploration of persuasion at yale university. Persuasive advertisements can lead to what kind of effect. The yale groups work was first described in hovlands book communication and persuasion, published in 1953. However, it s worth noting that hovland and his team managed to disprove the nazi theory on the effectiveness of unilateral information presentation. As we write this, we are aware of six new volumes on persuasion that are in press or in preparation and that should appear over the next few years. This interim report on the yale communication research program is addressed to the sociologist, as well as to the psychologist.

Authority is one of cialdini s six principles of persuasion. Hovlandyale model of persuasion flashcards quizlet. Persuasion by the peripheral route the passivelearner view of the receiver implicit in the hovland approach quite naturally led to a focus on the persuasion context. Concurrently, with the rise of mass media and the pervasiveness. The topic of persuasion has been one of the most extensively researched areas in social psychology fiske et al. 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. Persuasion is the aim of rhetoric, yet in this book it often hinders lives and harms feelings. Logical persuasion relies largely on fact and figures that are used in a rational argument, where clear causeandeffect is shown and which leads directly to a single conclusion.

Influence, by robert cialdini this is the classic book on how to persuade someone without them even noticing. Concurrently, with the rise of mass media and the pervasiveness of propaganda used in both world wars, the study and understanding. Said theory claimed that a successful persuasive communication must present only one side of an argument. Theory and applications in recreation, tourism, and natural resource management, publisher. The hovland yale model of persuasion flashcards in a level. Jan 05, 2012 the hovlandyale model says the content of the message is an important factor.

For example, let s say that youre giving a speech on which e book reader is better. In the persuasion process this involves the communicator, the communication, the medium used, and the characteristics of the audience. But, its prediction of a curvilinear association between fear and persuasion is generally held to be incorrect. Carl hovland thought that the ability of someone to resist persuasion by a certain group. Specifically, his experiments assessed the effects produced on opinion and attitude change by the manner and organization in which information is presented. Communication and persuasion book by hovland britannica. 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. Learn vocabulary, terms, and more with flashcards, games, and other study tools. The models of mcguire and greenwald disagree with regard to the. 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. 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. 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. What allowed hovland to conduct research into the psychology of persuasion.

Persuasion by jane austen, julian cowley, paperback. Academic studies of this topic began in the 20th century and were given a special emphasis during world war ii, when the us government sought to use propaganda to influence public opinion in support of the war effort. Propaganda and persuasion university of calgary in alberta. Thus, in this theory, consistency or inconsistency is a matter between cognitions ideas in our heads that include ideas about sources, issues, values, motives. Persuasion tools model communication training from. We have tried to present the subject matter by using easy language. The work of hovland s program was described in communication and persuasion 1953 by hovland, irving l. Mcguire s model of persuasion mcguire 1968 also developed a model for persuasion that emphasized its processes. By the late 1940s, hovland was studying films made by the u. These are the sources and citations used to research persuasion carl hovland. This bibliography was generated on cite this for me on sunday, may 31, 2015.

What are the best books about the psychology of persuasion. Okeefes metaanalysis of research on onesided and twosided messages found that twosided messages influence attitudes more than onesided messages, as long as the two sided argument was eventually gave a solid opinion. People who use logic are often mystified by persuasion using other methods as they find reason to be the only true way. Model in light of continued research and new applications. The author analyzed the most frequently used persuasive techniques to sustain a longterm cultural transformation of society. Mrs freud s blog media violence which is the most important factor in an attractive female girls, answer what you most desire do you think the children see children do ad campaign effectively brings about attitude change. First, there is the latitude of acceptance, which includes all those ideas that a person finds acceptable.

Festinger took osgood s theory and concluded that the receiver s view of the source is just one more kind of cognition. Best persuasion books books that help anyone selling anything do it more effectively. 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 yale person expert more persuasive content 1 or 2 sided. 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. Psychological studies of opinion change, hovland, carl iver, on. As we note in chapter 1, we began our studies of persuasion at a time when social psychology was in crisis, and interest in research on attitude change in particular was declining. Utilizes the agendaspin model a new approach to persuasion that has garnered the support of innumerable students who, over the last 40 years have accorded dr. Furthermore, hovland 1963 and weiss 1974 later studied the influence of sources in persuasion. 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. Clay persuade others as opposed to what happens when anne persuades others.

In the process he worked unremittingly oto improve the standards. Social psychology obedience and persuasion flashcards. This research led hovland to an analysis of symbolic processes and to work in the field of computer simulation of human thought processes. Attitude change an significant modification of an individual s attitude. Hovlands persuasion communication theory model was considered as the most important origin of modern research attitude changing2. An authoritative source of limitations of persuasion theory is a book power and persuasion. Mcguires 1968 model of the persuasion process includes six steps sometimes it is described as five steps, omitting presentation. According to mcguires model, the process of persuasion involves two. Its a great place to start because its both foundational, simple, and dense. 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. The newly revised 2nd edition of the only authentic book of persuasion. I first met carl hovland when i arrived for graduate study in yale s illustrious department of psychology in the fall of 1951. 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. Carl iver hovland june 12, 1912april 16, 1961 by roger n.

Carl iver hovlands contributions laid the foundation for many social, cognitive. Litz, commenting on the deeply physical impact of persuasion, remarks that. Shepard y ale psychologist carl hovland made singularly important contributions to experimental, social, and cognitive psychology focusing respectively on human learning, attitude change, and concept acquisition. Susan morgan in her 1980 book on austen challenges litz on naming persuasion as a novel showing austens assimilation of the new romantic poetry, as this raises difficulties. In the 1940s, america strengthened the research on. Source credibility is a term commonly used to imply a communicator s positive characteristics that affect the receiver s acceptance of a message. Persuasive communication psychology of persuasion the.

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. The model is based on work by the psychologist kenneth berrien. In developing the messagelearning approach to persuasion, hovland viewed persuasive. 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. Hovland s title, sterling professor, seemed wonderfully euonymous for this tall, distinguished man, endowed as he was with rare personal qualities and wavy hair turning to silver. 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. Hovland s research program on persuasion brought a lot of light into how people are able to be persuaded easier. Persuasion in the context of the efficient didactic communication. Hovlands persuasion communication theory model was considered as the most important origin of modern research attitude changing. Any opinions expressed in this memoir are those of the authors and do not necessarily.

If the speaker s point of view was similar to that of audience members, then persuasion was more likely. Historically, there have been two major programs of attitude change research in social psychology, one a learning theory approach associated with carl hovland. If the communicator s task is to make sure that receivers learn and absorb the contents of the message, concern turns to a search for conditions that facilitate attention to the. Hovland started out his career studying pavlovian conditioning in the 1930s. If the speakers point of view was similar to that of audience members, then persuasion was more likely. 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. She first published it in the 2003 book emotional intelligence and negotiation, and again in the 2008 book the purchasing models handbook. Carl hovland is the experimental psychologist of yale university, under the teaching of the wellknown behaviorist, hull. This is one of the most researched persuasion theories. Andrea reynolds developed the persuasion tools model see figure 1 below. Kelley 1953 chapter january 2016 with 5,277 reads how we measure reads. Who suggested the hovland yale model of persuasion. Aristotle may have come up with the general structure of persuasion well before hovland but aristotle didnt have nearly the same amount of scientific data, research, and experiments that hovland had when attempting to explain.

Chaikenaudience response as a heuristic cue in persuasion. During the second world war, carl hovland extensively researched persuasion for the u. Mansfield park is about the loss and return of principles, emma about the loss and return. In addition to an individuals anchor, each person s attitudes can be placed into three categories. Pdf persuasive communication theory in social psychology. Other articles where communication and persuasion is discussed.

What 3 factors does the hovland yale model suggest contribute to persuasion. The list is designed to be particularly helpful for marketers, entrepreneurs and leaders. Hovland and hull coauthored a book titled mathematicodeductive theory of. Nov 22, 2002 st pauls girls school, where i enjoyed the lessons of the english teacher miss jenkinson but little else, was a grim institution in the early 1950s more bronte than austen and the little. Due to hovlands empirical approach, the theory of persuasion is very practical. Yale psychologist carl hovland made singularly important. Hovland also developed social judgment theory of attitude change. In the persuasion process this involves the communicator, the communication, 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.

It s a great place to start because it s both foundational, simple, and dense. The current study is not the first investigation to provide evidence consistent with dm. Persuasion is defined here at its most fundamental. 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. 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. If it isnt powerful enough, it wont hunker down in our minds, biding its time before it boomerangs back. We design this blog on the basis of valuable opinions of the respected teachers of differents colleges of bangladesh. Learning theories persuasion is really just a version of learning the desired response to persuasive efforts often using conditioning and comprehension and incentives a. More persuasive if we think they are not intended to persuade. Vatz more teaching awards than any other professor at his campus. Hovland these studies were published in communication and persuasion 1953. The dragons of kellynch jane austens dragons book 5 by. Inspiration brought by hovlands persuasion communication. In the last decade of his life hovland s research on verbal concepts and judgment led him into an intensive analysis of concept formation.