Carl Hovland, American psychologist and academic (b. 1912)

Carl Iver Hovland, a prominent American psychologist born on June 12, 1912, and who passed away on April 16, 1961, made indelible contributions to our understanding of attitude change and persuasion. Primarily affiliated with Yale University, his groundbreaking work also extended to crucial research for the US Army during World War II. Hovland's pioneering efforts helped lay the foundational stones for modern social psychology, especially in how individuals' beliefs are shaped and shifted.

The Sleeper Effect and Wartime Research

During World War II, Hovland's expertise was enlisted by the US Army to investigate the efficacy of propaganda. It was in this critical context that he first reported the fascinating psychological phenomenon known as the sleeper effect. His research delved into the impact of Frank Capra's compelling "Why We Fight" film series on soldiers. These propaganda films were designed to bolster morale, explain the war's objectives, and consolidate support among the troops. Hovland's studies revealed that while a message from a less credible source might initially be dismissed, its persuasive power could actually increase over time. This delayed impact, the sleeper effect, occurs as the recipient gradually dissociates the message content from its original, less credible source, leading to a forgotten source but a remembered, and thus more influential, message.

In later, more extensive studies exploring the intricacies of the sleeper effect and other aspects of persuasion, Hovland collaborated closely with Irving Janis. Janis would later achieve widespread academic acclaim for his seminal theory of groupthink, but their early partnership significantly advanced the understanding of how attitudes are formed and changed under various influences.

Developing Social Judgment Theory

Beyond his pivotal work on the sleeper effect, Carl Hovland also played a significant role in the early development of the social judgment theory of attitude change. This theory posits that people evaluate persuasive messages based on their existing attitudes, categorizing new information into "latitudes" of acceptance, rejection, or noncommitment. A key insight Hovland contributed to this framework was his observation that an individual's ability to resist persuasion by a particular group is intrinsically linked to their perceived degree of belonging or identification with that group. In essence, the stronger one's emotional and social ties to a group, the more their attitudes will align with that group's norms, making them more resilient to persuasive attempts that challenge those group-held beliefs.

Frequently Asked Questions (FAQs)

What was Carl Iver Hovland primarily known for?

Carl Iver Hovland was a prominent psychologist known for his pioneering research on attitude change and persuasion, particularly his identification of the sleeper effect and his contributions to the social judgment theory.

What is the "sleeper effect" that Hovland discovered?

The sleeper effect is a psychological phenomenon where the persuasive impact of a message, initially discounted due to a low-credibility source, increases over time as the recipient forgets the source and only remembers the message content.

What role did Carl Hovland play during World War II?

During World War II, Hovland worked for the US Army, applying his psychological expertise to study the effectiveness of propaganda films, such as Frank Capra's "Why We Fight" series, which led to his discovery of the sleeper effect.

What is Hovland's connection to Social Judgment Theory?

Carl Hovland contributed significantly to the early development of the social judgment theory of attitude change. He notably emphasized that an individual's resistance to persuasion by a group is heavily influenced by their level of belonging or identification with that group.

Who was Irving Janis in relation to Hovland's work?

Irving Janis, who later became famous for his theory of groupthink, collaborated with Carl Hovland on later studies concerning the sleeper effect and other aspects of persuasion, building upon Hovland's initial wartime research.