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ERIC Number: ED072475
Record Type: Non-Journal
Publication Date: 1972-Dec
Pages: 30
Abstractor: N/A
Reference Count: N/A
Credibility, Persuasibility, and the Perception of Machiavellianism.
Hurt, H. Thomas; And Others
The authors contend that the personality construct of "Machiavellianism" should be of concern to communication researchers because of its implicit relationship to the process of persuasion. Two studies are reported which investigate the relationship between the Machiavellian personality and two variables in the persuasive process: source credibility and message type. The first experiment tested several contradictions in the relationship between Machiavellian personality type and the perception of credibility. Results indicated that individual personality differences did result in differential perceptions of source credibility. The second experiment tested interaction between message type (Factual-Emotional) and credibility in inducing attitude change in subjects with high and low Machiavellian traits. Results indicated that standard persuasion theories are most useful in predicting behavior of those with low Machiavellian traits, particularly with respect to source credibility. For those of high Machiavellian traits, however, a redefinition of the effects of source credibility is perhaps needed. (Author/RN)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A