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ERIC Number: ED058222
Record Type: RIE
Publication Date: 1970
Pages: 174
Abstractor: N/A
Reference Count: N/A
Source-Message Orientation, Communication Media, and Attitude Change.
Hoyt, James Lawrence
Two experiments were conducted to test predictions made for attitude change interactions between the source-message orientation of recipients of a persuasive communication and various components of interpersonal and mass media communication situations. In Study 1, it was predicted that the presence of the source or the anticipation of discussing the message with the source would result in more attitude change for high source-oriented than for low source-oriented persons. In Study 2, it was predicted that high source-oriented persons would change their attitudes more if the message were delivered by film than by audio tape, and more if the message were delivered by tape than by print. In Study 1, neither manipulated variable differentially affected attitude change for the high or low source-oriented, but the high message-oriented subjects changed their attitudes in the direction of the message more when the source was physically present than when he was on film. In Study 2, neither source orientation nor message orientation interacted with the media used; however, source orientation and message orientation did interact with each other such that those subjects who were both source-oriented and message oriented changed their attitudes more than the others. Results support the viewpoint that orientation toward both source and message enable persons to best evaluate persuasive messages. (Author/DB)
University Microfilms, A Xerox Company, Dissertation Copies Post Office Box 1764, Ann Arbor, Michigan 48106 (Order No. 71-3129: MF $4.00, Xerography $10.00)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
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Note: Ph.D. Dissertation, University of Wisconsin