Hovland, along with a few colleagues, found that well educated people are much more responsive to arguments which are based on logic and reason. He based his persuasive research on the learning theory, which focused on the link between the stimulus and the response. Hovland hypothesized that a frightening message would induce fear in the subject and then cause them to have an attitude change. Their attitude change would serve as the reinforcement as it should reduce their fear. After conducting their research, Hovland’s colleagues found that a frightening delivery of a message can have a very negative effect on the audience. They may become defensive, therefore tuning out the very message they are supposed to be receiving. In conclusion, the fear approach often
Hovland, along with a few colleagues, found that well educated people are much more responsive to arguments which are based on logic and reason. He based his persuasive research on the learning theory, which focused on the link between the stimulus and the response. Hovland hypothesized that a frightening message would induce fear in the subject and then cause them to have an attitude change. Their attitude change would serve as the reinforcement as it should reduce their fear. After conducting their research, Hovland’s colleagues found that a frightening delivery of a message can have a very negative effect on the audience. They may become defensive, therefore tuning out the very message they are supposed to be receiving. In conclusion, the fear approach often