ERIC Number: ED060660
Record Type: RIE
Publication Date: 1972-Apr
Reference Count: 0
The Persuasibility of a White or Black Source Upon High and Low Racially Prejudiced White Individuals.
Surlin, Stuart H.; Turner, Phillip M.
Congruity theory is used as the basis for predictions made in this study. The study deals with the effect that 1) extrinsic ethos, and 2) general susceptibility to persuasion have on a prejudiced or non-prejudiced person's degree of persuasibility to a one-sided persuasive message presented by either a white or black source. Eighty-eight white college students heard a message. Of these, 39 had the message attributed to a black source and 49 had it attributed to a white source. The results showed that white high-prejudice individuals will attemt to disassociate a message from a black source, associate the message with a white source seen as "like me," and consequently be more susceptible to persuasion. White low-prejudiced individuals are equally persuaded by either a white or black message source. (Author/JK)
Publication Type: N/A
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the International Communication Association Annual Meeting (Atlanta, Georgia, April 19-22, 1972)