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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 ...
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.
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.
Social judgment theory (SJT) is a persuasion theory proposed by Carolyn Sherif, Muzafer Sherif, and Carl Hovland [17] in 1961, and was defined by Sherif and Sherif as the perception and evaluation of an idea by comparing it with current attitudes. The social judgment theory aims to explain how audiences process messages.
In social psychology, Social judgment theory (SJT) is a self-persuasion theory proposing that an individual's perception and evaluation of an idea is by comparing it with current attitudes. According to this theory, an individual weighs every new idea, comparing it with the individual's present point of view to determine where it should be ...
Figure A: Normal Decay Figure B: Sleeper Effect. The sleeper effect is a psychological phenomenon that relates to persuasion. It is a delayed increase in the effect of a message that is accompanied by a discounting cue, typically being some negative connotation or lack of credibility in the message, while a positive message may evoke an immediate positive response which decays over time.
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.
Hovland's approach to studying persuasion was influenced by Freudian psychoanalytics theory and Clark Hull's behaviorism and stimulus-response theory. During his post as the Director of the Institute of Human Relations at Yale University, Hovland addressed a large number of social problems in his research using multidisciplinary approaches.