Carl Hovland
is one of the "founding father" of experimental research on the effects of communication. He was born in Chicago on June 12, 1912. He was a psychologist working primarily at Yale University and also worked in the US Army during World War II who studied change and persuasion.
Hovland headed up a group of thirty (30) researchers at Yale University and they had explored three (3) separate causes of persuasion which is under the socio-psychological tradition.
is one of the "founding father" of experimental research on the effects of communication. He was born in Chicago on June 12, 1912. He was a psychologist working primarily at Yale University and also worked in the US Army during World War II who studied change and persuasion.
Hovland headed up a group of thirty (30) researchers at Yale University and they had explored three (3) separate causes of persuasion which is under the socio-psychological tradition.
1. Who- "source of expertise" where primarily involves the 'expertise' of the surce to get the 'trustworthiness' of the one's who heard about the source.
2. What- "content of the message". This is important because here we can see how the primary source stand firm with its argument to persuade the person.
3. Whom- "audience characteristics" these involves personality, susceptibility to influence.
An example to this is that when a source came from a quack-doctor saying that the remedy for a cancer patient is the blood of a snake, while on the otherhand, a professional doctor saying that the remedy for a cancer patient was to indulge in a chemotherapy and taking should maintain medicines everyday. In this case, people would believe to the recommendation of the doctor and not on the quack-doctor because doctors are professional and has studied with its expertise.
Generally, this requires:
A. Biasness
B. Professional view/expertness
Yale researchers discovered that "a message from a high credibility source produce large shifts of opinion compared to the same message coming from a low credibility source.
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#CommtheoryIsFun
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Made by: Prudegine Grace Guillena, AB Mass Communication 2nd year from Ateneo de Davao University
Prudegine@gmail.com or gin_guillena@yahoo.com
An example to this is that when a source came from a quack-doctor saying that the remedy for a cancer patient is the blood of a snake, while on the otherhand, a professional doctor saying that the remedy for a cancer patient was to indulge in a chemotherapy and taking should maintain medicines everyday. In this case, people would believe to the recommendation of the doctor and not on the quack-doctor because doctors are professional and has studied with its expertise.
Generally, this requires:
A. Biasness
B. Professional view/expertness
Yale researchers discovered that "a message from a high credibility source produce large shifts of opinion compared to the same message coming from a low credibility source.
#MC90CoreValues
#CommtheoryIsFun
#WorkLearnLive
Made by: Prudegine Grace Guillena, AB Mass Communication 2nd year from Ateneo de Davao University
Prudegine@gmail.com or gin_guillena@yahoo.com
