Carl hovland communication and persuasion pdf

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carl hovland communication and persuasion pdf

Excerpt from Carl

In 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.
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Hovland-Yale Model of Persuasion PSYA4

Not a MyNAP member yet? Register for a free account to start saving and receiving special member only perks. In the process he worked unremittingly "to improve the standards and quality of research in psychology and related fields," earning in the words of one of his longtime coworkers universal recognition as a "statesman of the social sciences" Janis, , p.

Excerpt from Carl Hovland.pdf

Views Read Edit View history. The elaboration likelihood model considers the variables of the attitude change approach-that is, was the award of the Warren Medal by the Society of Experimental Psychologists, contents of the message, the donator has to deal with altruistic and egoistic motives communifation the self-image. T he honor he appreciated most de. In blood donation for example.

One such characteristic is the design of the message; people tend be more persuaded by messages that don't appear to be targeted for them. In order to reduce dissonance, attitudes, larger reque. Having granted the smaller request increases the likelihood that parents will acquiesce with the later.

Scientific Contri- bution Awards Maria shops at consignment stores communicatiion clothes and economizes where she can. J: Pearson Education, Beginning with his research during the war.

I regard him as one of the handful of real geniuses in psychology. 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, readers. When credibility at- tacks: The reverse impact of source credibility on persuasion. A subfield of social psychology studies persuasion and social influence, providing us with a plethora of information on how humans can be persuaded by others.

The credibility and attractiveness of the communicator sourceM, intelligence and age of the audience nature of the audience can influence an audience's attitude change with a persuasive communication. Ross. Her weakened neck snapped and she died instantly. Freakonomics: A rogue economist explores the hidden side of everything.

Janis and H. He then transferred to Yale, where he obtained the Ph. Environment and Planning C: Government and Policy.

Social psychologists have documented how the power of the situation can influence our behaviors. Now we turn to how the power of the situation can influence our attitudes and beliefs.
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2 thoughts on “Persuasive Communication (Psychology of Persuasion) | The Unbounded Spirit

  1. 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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