Hovland's experiments

Hovland's experiments explored how people are influenced by persuasive messages. He found that the effectiveness of persuasion depends on factors like the source's credibility, the message content, and the audience's existing attitudes. For example, a trusted expert delivering a well-argued message is more likely to change opinions than a less credible speaker. Additionally, the audience's motivation and prior beliefs play a role. These findings helped establish key principles in understanding how communication shapes attitudes and behaviors, emphasizing that both the message and the context are crucial in persuasion.