Techniques of Attitude Change One.Hovland Research'Two-Sided Messages Social judgment theory proposes that people make evaluations(judgments)about the content of messages based on their anchors,or stance,on a particular topic messages(Sherif Hovland,1961; Sherifet al.,1965).In addition to an individual's anchor,which includes ideas for which you have no opinion-you neither accept nor reject these ideas. A person's reaction to a persuasive message depends on his or her position on the topic(Sherif Hovland,1961).Accordingly,the first step in the social judgment process is to map receivers' attitudestoward a topic
Techniques of Attitude Change • One. Hovland Research’ Two-Sided Messages • Social judgment theory proposes that people make evaluations (judgments) about the content of messages based on their anchors, or stance, on a particular topic messages (Sherif & Hovland, 1961; Sherifet al., 1965). In addition to an individual’s anchor, which includes ideas for which you have no opinion—you neither accept nor reject these ideas. A person’s reaction to a persuasive message depends on his or her position on the topic (Sherif & Hovland, 1961). Accordingly, the first step in the social judgment process is to map receivers’ attitudestoward a topic
Techniques of Attitude Change Hovland Research'Two-Sided Messages In their studies,researchers discovered that when trying to persuade an audience,the communicator must decide whether he should present both sides of an issue.If concerned with order effects,the researcher must also determine when to present each side,if dealing with two- sided messages.Whether presenting both sides or a single argument,the speaker must determine the placement of arguments within the message.Many factors are involved in one-sided and two-sided messages,and much like determining order effects,the effectiveness of each depends on the a variety of circumstances.Before discussing one and two-sided messages in correlation with order effects,Hovland's findings demonstrate the situational nature of effectiveness in this type of
Techniques of Attitude Change • Hovland Research’ Two-Sided Messages • In their studies, researchers discovered that when trying to persuade an audience, the communicator must decide whether he should present both sides of an issue. If concerned with order effects, the researcher must also determine when to present each side, if dealing with twosided messages. Whether presenting both sides or a single argument, the speaker must determine the placement of arguments within the message. Many factors are involved in one-sided and two-sided messages, and much like determining order effects, the effectiveness of each depends on the a variety of circumstances. Before discussing one and two-sided messages in correlation with order effects, Hovland's findings demonstrate the situational nature of effectiveness in this type of communication
Techniques of Attitude Change Hovland Research'Two-Sided Messages When subjects are opposed to the viewpoint being presented, Hovland found two-sided messages were more effective.In addition to the recipient holding an opposing viewpoint from the communicator,Hovland determined subjects that had a higher intelligence level and were exposed to countercommunication expressing the opposition were more likely to be persuaded by a two-sided message.However,if recipents already favored the opinion of the communicator,Hovland found that a one-sided message is more effective(Hovland 294)
Techniques of Attitude Change • Hovland Research’ Two-Sided Messages • When subjects are opposed to the viewpoint being presented, Hovland found two-sided messages were more effective. In addition to the recipient holding an opposing viewpoint from the communicator, Hovland determined subjects that had a higher intelligence level and were exposed to countercommunication expressing the opposition were more likely to be persuaded by a two-sided message. However, if recipents already favored the opinion of the communicator, Hovland found that a one-sided message is more effective (Hovland 294)
Techniques of Attitude Change Hovland Research'Two-Sided Messages In one of his studies,Hovland wanted to measure army mens'opinions of how long the war in the Pacific would last.Before getting their opinions,two groups of men listened to a speaker whose main emphasis was that the war would last for at least two years.One group heard a one-sided message noting the problems of distance,the resources of Japan,the size of the Japanese army and the morale of Japan's citizens.The men receiving the two-sided message heard the same list mentioned to the first group, followed by a list of U.S.advantages over Japan (Hovland,Lumsdaine and Sheffield 469).The one- sided message was more effective for men who already believed the war would last at least two years
Techniques of Attitude Change • Hovland Research’ Two-Sided Messages • In one of his studies, Hovland wanted to measure army mens' opinions of how long the war in the Pacific would last. Before getting their opinions, two groups of men listened to a speaker whose main emphasis was that the war would last for at least two years. One group heard a one-sided message noting the problems of distance, the resources of Japan, the size of the Japanese army and the morale of Japan's citizens. The men receiving the two-sided message heard the same list mentioned to the first group, followed by a list of U.S. advantages over Japan (Hovland, Lumsdaine and Sheffield 469). The onesided message was more effective for men who already believed the war would last at least two years, whereas the two-sided message was effective for men that expected a shorter war (Hovland, Lumsdaine and Sheffield 475)
Techniques of Attitude Change Hovland Research'Two-Sided Messages Two-sided messages seem to be preferable for audiences with higher educational levels,although obtained differences are not supported in all studies. Two-sided messages seem to be preferrable when the audience initally disagrees with the communicator's position. Two-sided messages seem to be preferable when there is a possibility that the audience will be exposed to messages opposing the source's position. One-sided messages are more effective when the receiver is already in agreement with the source provided that the receiver is not likely to be
Techniques of Attitude Change • Hovland Research’ Two-Sided Messages • Two-sided messages seem to be preferable for audiences with higher educational levels, although obtained differences are not supported in all studies. • Two-sided messages seem to be preferrable when the audience initally disagrees with the communicator's position. • Two-sided messages seem to be preferable when there is a possibility that the audience will be exposed to messages opposing the source's position. • One-sided messages are more effective when the receiver is already in agreement with the source provided that the receiver is not likely to be exposed to later opposing messages. • Prior attitude and commitment may interact with sidedness, tending to cover up the potential effects of message sidednesss