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ERIC Number: ED170806
Record Type: RIE
Publication Date: 1979-May
Pages: 40
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
The Effects of Two-Channel Communication and Style on Persons' Perceptions of Source Credibility and Verbal Content of a Speech.
Johnson, Kenneth M.; And Others
Three methodological improvements were incorporated into a two-channel study that tested the relationships between communication cues, dynamic/conversational delivery styles, and four dimensions of source credibility--dynamism, competence, evaluation, and trustworthiness. The methodological improvements included a molar rather than molecular examination of communication activity, the systematic elimination of nonverbal, verbal, or vocal communication channels to produce "true" two-channel stimulus conditions, and the inclusion of nonverbal/verbal as well as nonverbal/vocal and verbal/vocal data in the two-channel research design. Following validiation of the stimulus materials--establishing their dynamic/conversational differences--266 undergraduates responded to one of the stimulus conditions by completing semantic differential scales of a speaker's credibility and the speech's verbal content. The results, supporting three of the four research hypotheses, reveal that the various channel cues and styles of delivery are perceived differently when judging a source's credibility than when judging the verbal content of a speech. The results also demonstrate the value of the two-channel research protocol with the incorporated improvements in methodology. (RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Audience Response
Note: Paper presented at the Annual Meeting of the Eastern Communication Association (Philadelphia, Pennsylvania, May 5-7, 1979)