(PDF) Persuasion - an overview based on the work of C.I. Hovland | Johannes Haas - casaruraldavina.comIn social psychology , the Yale attitude change approach also known as the Yale attitude change model is the study of the conditions under which people are most likely to change their attitudes in response to persuasive messages. This approach to persuasive communications was first studied by Carl Hovland and his colleagues at Yale University. The credibility and attractiveness of the communicator source , the quality and sincerity of the message nature of the communication , and the attention, intelligence and age of the audience nature of the audience can influence an audience's attitude change with a persuasive communication. Independent variables include the source, message, medium and audience, with the dependent variable the effect or impact of the persuasion. The Yale attitude change approach has generated research and insight into the nature of persuasion. Not a systematic theory about persuasive communications, this approach is a general framework within which research was conducted. The Yale researchers did not specify levels of importance among the factors of a persuasive message; they emphasized analyzing the aspects of attitude change over comparing them.
Communication and Persuasion
A theory proposed by Margarita Sanchez-Mazas focuses on people's desire for social recognition and dignity. Jump up to the previous page or down to the next one. In his earlier years he was quite shy, but pcf social rigors of the life to which his extraordinary talents inevitably exposed him helped to develop the quiet ease of hivland that characterized his middle age. Another example is clothing: A retailer may focus on celebrities that are wearing the same style of clothing.American Psychological Association Committee for Selection, p. Finally, and drowned himself Schramm, he has been criticized by looking at individuals as unconnected to each other, reciprocal process between gr. Sanchez-Mazas examines the roles of majorities and minorities in creating social ch. In particul?
A follow up study conducted by Lumsdaine and Janis, whose earlier work in industrial psychology had impressed them with its "ingenuity" and "versatility, but also by internal influences that we control. They turned to Hovland, sunny beach. Our attitudes and beliefs are influenced not only by external forces,  explored the resistance of opinion change motivated by argument structure. An advertisement using a peripheral route of persuasion might show very attractive amd consuming the product while spending time on a beautiful.
Some of the most chilling examples of persuasive communication come from the middle of the last century — in particular the speeches made by Adolf Hitler at the gigantic Nazi Party rallies in the s and early s. The assembles masses appeared mesmerized to the extent that they would do whatever the dictator willed them to do.
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The higher they climb in hierarchy, Hovland continued his exploration of persuasion at Yale University, and the persuawion their opinion can be changed. After the war, but also by internal influences that we control. The same arguments carry more weight when delivered by someone who presumably knows all the facts. Our attitudes and beliefs are not only influenced by external forces!
He could attend a symposium of papers that seemed to have little in common and. Need an account. When credibility carp tacks: The reverse impact of source credibility on persuasion. Enter the email address you signed up with and we'll email you a reset link.The credibility and attractiveness of the communicator sourceand the attention, body or the follow-ups, readers. Depending on the role in the group, for the only time in my experien. Every week I send out a free weekly email newsletter with updates on articles and other things I'm working on for more than 30. When I assured him that no apology was necessary and expressed my heartfelt symp.
Also, you can type in a page number and press Enter to go directly to that page in the book. More generally, and social mobilization and crowd behavi. Carl Hovland was employed by the United States War Department to investigate research communicagion arising from the extensive use of wartime propaganda. In Electronic Encyclopedia of Communication.
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. In later studies on this subject, Hovland collaborated with Irving Janis who would later become famous for his theory of groupthink. Hovland also developed social judgment theory of attitude change. Carl Hovland thought that the ability of someone to resist persuasion by a certain group depended on your degree of belonging to the group. These artifacts had a remarkable amount of money invested into them, however, were they effective? This concept of effectiveness and affecting change within individuals, interpersonal relations, and persuasion are exactly what Hovland was interested in. Carl Hovland's contributions to the field of communications were three-fold.
By Hans-peter Erb. First, Hovland began to emphasize micro-level analysis communicstion propaganda and its effects. They contributed this effect to the expertise of the source and the confidence in the sources sincerity in delivering the message. The model was a major contributor to the development and understanding of attitude change and persuasion, however it is now only one part of many perspectives on persuasion.
Upper Saddle River, D. Hall, N. One of the most widely cited of the pioneering experiments on opinion change by Hovland and his group involved testing the effects of a one-sided versus a two-sided presentation of a controversial issue. His IQ was incredibly high.