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ERIC Number: ED071112
Record Type: Non-Journal
Publication Date: 1972-Nov
Pages: 12
Abstractor: N/A
Reference Count: N/A
The Effects of Channel Variation on Attitude Change and Source Credibility.
Meyer, Virginia Hoch; Gute, Joseph
This study examined the effects of channel variation on attitude change and source credibility. The fifty-four subjects who made up the four treatments (live, video, audio, control) were given a pre and posttest measure of attitude change consisting of 12 Likert-type scales. Additionally, the three experimental groups were administered a posttest measure of source credibility (Berlo, et. al., 1969). Results indicated that channel variation produces no significant differences in attitude change scores or source credibility ratings. It was suggested that the presence or absence of an audience during video taping might have an effect on attitude change and source credibility scores. (Author)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A