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ERIC Number: ED010634
Record Type: RIE
Publication Date: 1966-Sep-1
Pages: 106
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
AN EXPERIMENTAL STUDY OF THE EFFECTS OF COMMUNICATOR CREDIBILITY AND ATTITUDE CHANGE ON SUBSEQUENT OVERT BEHAVIOR.
ARNOLD, WILLIAM E.
THE RELATIONSHIPS OPERATING AMONG COMMUNICATOR CREDIBILITY, PERSUASIVELY INDUCED ATTITUDE CHANGE, AND SUBSEQUENT OVERT BEHAVIOR WERE IDENTIFIED AND ANALYZED. COMMUNICATOR CREDIBILITY WAS DEFINED AS THE EFFECT OF THE IMAGE OF A SPEAKER IN THE MINDS OF A LISTENING AUDIENCE PRIOR TO THE TIME OF UTTERANCE (ARNOLD, 1965). A TOTAL OF 734 COLLEGE STUDENTS ENROLLED IN A BASIC COURSE IN SPEECH SERVED AS THE STUDY SAMPLE. ONE-THIRD OF THESE STUDENTS HEARD A TAPE-RECORDED SPEECH ATTRIBUTED TO A HIGH INITIAL-CREDIBILITY SPEAKER. THE SECOND ONE-THIRD HEARD THE SAME SPEECH GIVEN BY A NEUTRAL-CREDIBILITY SPEAKER. THE SPEAKERS PROPOSED THAT STUDENTS SELECT THE ABSTRACTING OF JOURNAL ARTICLES AS A TERM PROJECT IN SPEECH. THE FINAL ONE-THIRD OF THE STUDENTS WERE ASSIGNED TO A CONTROL GROUP. STUDENT ATTITUDES WERE PRE- AND POST-TESTED, USING A PREPARED QUESTIONNAIRE WHICH CONTAINED ITEMS RELATED TO SPECIFIC ATTITUDES CONCERNING ABSTRACTING JOURNAL ARTICLES AND TO GENERAL ATTITUDES ON WRITTEN WORK. BEHAVIOR CHOICES WERE CORRELATED WITH THE POST-TEST ATTITUDE SCALE SCORES. THE RESULTS OF THE STUDY INDICATED THAT COMMUNICATOR CREDIBILITY WAS NOT EFFECTIVE IN PRODUCING CHANGE IN GENERAL ATTITUDES, BUT WAS EFFECTIVE IN PRODUCING CHANGE IN SPECIFIC ATTITUDES. HIGH INITIAL CREDIBILITY PRODUCED SIGNIFICANTLY MORE ATTITUDE CHANGE THAN NEUTRAL CREDIBILITY, WHICH IN TURN PRODUCED SIGNIFICANTLY MORE CHANGE OF ATTITUDES THAN WAS FOUND IN THE CONTROL GROUP. A STATISTICALLY SIGNIFICANT BUT LOW CORRELATION WAS OBSERVED BETWEEN SPECIFIC ATTITUDE CHANGE SCORES AND OVERT BEHAVIOR, SUGGESTING THAT ATTITUDE CHANGE IS NOT A PREREQUISITE FOR OVERT BEHAVIOR. (JH)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: Pennsylvania State Univ., University Park.
Identifiers: PENNSYLVANIA