Carl Iver Hovland was born in Chicago on June 12, 1912,
to two Lutherans of Scandinavian descent who, unlike Carl,
both survived into their nineties-Ole C. Hovland (1871-
1967) and wife Augusta Anderson Hovland (1876-1970).
Carl's younger brother Warren described both parents as
"deeply religious." Augusta had immigrated alone from
Sweden at the age of twelve, and had never had any fur-
ther formal education. Ole had grown up on the Minne-
sota farm of his immigrant parents-Iver Christenson
Hovland, who had been a shoemaker in Norway, and Marit
Olsen Schjeie, whom Carl's older brother Roger described
as "a sharp, quick-witted Norwegian lady, proud of her ten
children." Carl's father Ole left the family's Minnesota farm
to become an electrical engineer and inventor in Chicago.