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Carl Iver Hovland (June 12, 1912 – April 16, 1961) was a psychologist working primarily at Yale University and for the US Army during World War II who studied attitude change and persuasion. He first reported the sleeper effect after studying the effects of the Frank Capra propaganda film Why We Fight on soldiers in the Army.
Each behavioural change theory or model focuses on different factors in attempting to explain behaviour change. Of the many that exist, the most prevalent are learning theories, social cognitive theory, theories of reasoned action and planned behaviour, transtheoretical model of behavior change, the health action process approach, and the BJ Fogg model of behavior change.
The Yale group examined attitude change from a learning theory perspective and information processing approach. [8] The Yale school's approach is considered convergent : [ 7 ] it started with identifying a phenomenon (attitude change) and then searched for an explanation by looking at variable factors and their effect on the phenomena.
In psychology, the I-change model [1] [2] or the integrated model, for explaining motivational and behavioral change, derives from the Attitude – Social Influence – Self-Efficacy Model, integrates ideas of Ajzen's Theory of Planned Behavior, [3] Bandura's Social Cognitive Theory, Prochaska's Transtheoretical Model, [4] the Health Belief Model, [5] and Goal setting [6] theories.
A theory of change (ToC) is an explicit theory of how and why it is thought that a social policy or program activities lead to outcomes and impacts. [1] ToCs are used in the design of programs and program evaluation, across a range of policy areas. Theories of change can be developed at any stage of a program, depending on the intended use.
Sensenig & Brehm [7] applied Brehm's reactance theory [8] to explain the boomerang effect. They argued that when a person thinks that his freedom to support a position on attitude issue is eliminated, the psychological reactance will be aroused and then he consequently moves his attitudinal position in a way so as to restore the lost freedom.
Attitudes are associated beliefs and behaviors towards some object. [1] [2] They are not stable, and because of the communication and behavior of other people, are subject to change by social influences, as well as by the individual's motivation to maintain cognitive consistency when cognitive dissonance occurs—when two attitudes or attitude and behavior conflict.
The transtheoretical model is also known by the abbreviation "TTM" [2] and sometimes by the term "stages of change", [3] although this latter term is a synecdoche since the stages of change are only one part of the model along with processes of change, levels of change, etc. [1] [4] Several self-help books—Changing for Good (1994), [5 ...