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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. He first reported the sleeper effect after studying the effects of the Frank Capra propaganda film Why We Fight on soldiers in the Army.
Carl Hovland was appointed the Chief Psychologist and director of Experimental Studies for the U.S. He and others [9] undertook the responsibility of conducting, analyzing, and planning experiments that explored the effectiveness of war propaganda. [7] After the war, Hovland, Lumsdaine, and Sheffield published a report of their research ...
Source credibility is "a term commonly used to imply a communicator's positive characteristics that affect the receiver's acceptance of a message." [1] 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.
This categorization, an observable judgment process, was seen by Sherif and Hovland (1961) as a major component of attitude formation. [5] As a judgment process, categorization and attitude formation are a product of recurring instances, so that past experiences influence decisions regarding aspects of the current situation.
Self-persuasion came about based on the more traditional or direct strategies of persuasion, which have been around for at least 2,300 years and studied by eminent social psychologists from Aristotle to Carl Hovland, they focused their attention on these three principal factors: the nature of the message, the characteristics of the communicator, and the characteristics of the audience.
Carl Hovland and his band of persuasion researchers learned a great deal during World War 2 and later at Yale about the process of attitude change. [35] High-credibility sources lead to more attitude change immediately following the communication act, but a sleeper effect occurs in which the source is forgotten after a period of time.
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He was recruited by Carl Hovland, who was then Chief Psychologist and Director of Experimental Studies for the Research Branch of the Information and Education Division of the U.S. War Department. [1] Lumsdaine later took a PhD in psychology at Stanford University (awarded 1949). [2]