Carl I. Hovland

Carl I. Hovland was a pioneering psychologist known for his research on how people are influenced by messages and persuasion. He studied how attitude change happens through communication, especially in areas like propaganda and advertising. His work helped explain why some messages succeed in changing opinions while others don't, emphasizing factors like credibility, emotional appeal, and timing. Hovland's findings are foundational in social psychology and communication studies, informing strategies to effectively influence attitudes and behavior in everyday life, from marketing to public health campaigns.