Carl Iver Hovland (1912-1961) was a highly influential American psychologist known for his pioneering research in communication and persuasion. He led the Yale Communication Research Program, a multi-disciplinary effort that investigated the factors affecting attitude change, source credibility, and the effectiveness of persuasive messages. Hovland's work, grounded in rigorous experimental methods, identified key elements like the communicator's expertise and trustworthiness, the structure of the message, and the audience's characteristics that influence how people are persuaded. His findings laid the foundation for modern communication theories and continue to inform advertising, public relations, and political campaigns.
