The experimental psychology of attitude change and the tradition of classical rhetoric

Social psychologists might be surprised to learn that their discipline has been cut off from a vast and ancient family tree. The study of attitude change in the context of experimental social psychology began around 1918. It developed into a defined discipline in the 1930s and 1940s, particularly through the work of Carl Hovland and his associates. Unlike earlier specialties in experimental psychology, social psychology emerged well after the 19th-century split between psychology and philosophy in college curricula. Before this period of growth in empirical teaching and practice, the study of persuasion in classical rhetoric was a bedrock of higher education for more than 2000 years. Because of social psychology's late development in empirical science, there is a historical disconnect between experimental social psychology and its ancient philosophical counterpart, classical rhetoric. This article demonstrates similarities and differences between Hovland's findings and the theoretical groundings of classical rhetoric. We suggest areas where modern social psychology might benefit from a look at the older, more holistic theories of the art of rhetoric.