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Sunday, February 6, 2011

Carl Hovland (1912–61)

Carl Hovland (1912–61) After researching the effects of propaganda for the US military, Carl Hovland founded the Yale communication and attitude change program. The program established a reinforcement perspective on attitude formation and change and conducted numerous seminal experiments on various aspects of the persuasion process including effects of audience, message, and sourcevariables.

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