Techniques of Attitude Change ● Two.Hovland Research'Source Credibility Inormation and change of attitude are not two separate things,they are interwoven.People are ONLINE CREDIBILITY always adopting,modifying,and relinquishing attitudes to fit there everchanging needs and FOR INFOPRENEURS interests.Attitude cannot be changed by simple education.Acceptance of new attitudes depends on the credibility of the communicator,and the conditions by which the knowledge was received. (Hallorah,60-61). The traditional view,based on the early work of Hovland and others at Yale,describes credibility as a source attribute based on perceived trustworthiness (in essence,objectivity)and The Ultimate Infopreneur's Guide perceived expertise. on How to Build Your Expert Credibility Online From Scratch
Techniques of Attitude Change • Two. Hovland Research’ Source Credibility • Inormation and change of attitude are not two separate things, they are interwoven. People are always adopting, modifying, and relinquishing attitudes to fit there everchanging needs and interests. Attitude cannot be changed by simple education. Acceptance of new attitudes depends on the credibility of the communicator, and the conditions by which the knowledge was received. (Hallorah, 60-61). • The traditional view, based on the early work of Hovland and others at Yale, describes credibility as a source attribute based on perceived trustworthiness (in essence, objectivity) and perceived expertise
Techniques of Attitude Change Hovland Research'Source Credibility DUAL ROUTES TO PERSUASION Audience Processing Persuasion Factors Approach Outcome High motivation Deep processing, Persuasion and ability to focused on the Lasting change Aftempt think about the quality of the that resists fading and counterattacks message message arguments Message Superficial processing, focused on surface Low motivation Temporary change features such as the or ability to think that is susceptible communicator's about the to fading and attractiveness or the message counterattacks number of arguments presented
Techniques of Attitude Change • Hovland Research’ Source Credibility
Techniques of Attitude Change Hovland Research'Source Credibility Hovland and Weiss designed an experiment in which the same messages would be presented to some people as coming from a high-credibility source and to other people as coming from a low- credibility source.This would allow them to determine the effect of the source variable alone.The experiment was done with four messages on four different topics.Each subject received a booklet containing four articles.Each article was on a different topic.The subjects'opinions on the four topics were measured with questionnaires before getting the communication,immediately after getting it,and four weeks after getting it.Each article was presented with a high-credibility source for half the subjects and a low-credibility source for the other half.The four topics were controversial ones at the time and revolved around the following opinion questions: 1."Should antihistamine drugs continue to be sold without a doctor's prescription?"The high- credibility source on this issue was the New England Journal of Biology and Medicine.The low- credibility source was identified in the research as "a mass circulation monthly pictorial magazine." 2."Can a practical atomic-powered submarine be built at the present time?"The high-credibility source was J.Robert Oppenheimer,the head of the team of scientists that developed the atomic bomb.(This was before Oppenheimer's security clearance investigation,which undoubtedly damaged his credibility.)The low-credibility source was Pravda,the Russian newspaper. 3."ls the steel industry to blame for the current shortage of steel?"The high-credibility source was the Bulletin of National Resources Planning Board.The low-credibility source identified as an"anti- labor,anti-Mew Deal,'rightist'newspaper columnist." 4."As a result of TV,will there be a decrease in the number of movie theaters in operation by 1955?" The high-credibility source was Fortune magazine.The low-credibility source was identified as"a woman movie-gossip columnist." ≤
Techniques of Attitude Change • Hovland Research’ Source Credibility Hovland and Weiss designed an experiment in which the same messages would be presented to some people as coming from a high-credibility source and to other people as coming from a lowcredibility source. This would allow them to determine the effect of the source variable alone. The experiment was done with four messages on four different topics. Each subject received a booklet containing four articles. Each article was on a different topic. The subjects’ opinions on the four topics were measured with questionnaires before getting the communication, immediately after getting it, and four weeks after getting it. Each article was presented with a high-credibility source for half the subjects and a low-credibility source for the other half. The four topics were controversial ones at the time and revolved around the following opinion questions: 1. “Should antihistamine drugs continue to be sold without a doctor’s prescription?” The highcredibility source on this issue was the New England Journal of Biology and Medicine. The lowcredibility source was identified in the research as “a mass circulation monthly pictorial magazine.” 2. “Can a practical atomic-powered submarine be built at the present time?” The high-credibility source was J. Robert Oppenheimer, the head of the team of scientists that developed the atomic bomb. (This was before Oppenheimer’s security clearance investigation, which undoubtedly damaged his credibility.) The low-credibility source was Pravda, the Russian newspaper. 3. “Is the steel industry to blame for the current shortage of steel?” The high-credibility source was the Bulletin of National Resources Planning Board. The low-credibility source identified as an “antilabor, anti-Mew Deal, ‘rightist’ newspaper columnist.” 4.“As a result of TV, will there be a decrease in the number of movie theaters in operation by 1955?” The high-credibility source was Fortune magazine. The low-credibility source was identified as “a woman movie-gossip columnist
Techniques of Attitude Change Hovland Research'Source Credibility 96) 24 22 正Iigh Crec4ibi1its 8642 4 weeks
Techniques of Attitude Change • Hovland Research’ Source Credibility
Techniques of Attitude Change Hovland Research'Source Credibility High-credibility Source(%) Low-credibility Source(%) Antihistamines 23 13 Atomic submarines 36 0 Steel shortage 23
Techniques of Attitude Change • Hovland Research’ Source Credibility High-credibility Source (%) Low-credibility Source (%) Antihistamines 23 13 Atomic submarines 36 0 Steel shortage 23 -4 Future of movies 13 17