In this paper we study the effects of temperature and Rh concentration on t
he magnetization of the Ho(Co1-xRhx)(2) pseudobinary. To this end we use a
model in which the localized spins are immersed in an effective subsystem o
f itinerant electrons. Using functional integral techniques combined with t
he molecular-field approximation, we calculate the temperature dependence o
f the magnetization for several values of the Ph concentration. The curve o
btained for the clean limit x = 0 shows a first-order phase transition. Abo
ve a critical Rh concentration of 10%, the phase transition changes to seco
nd order, in good agreement with experimental data from thermal and magneto
striction measurements.