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ERIC Number: ED098649
Record Type: RIE
Publication Date: 1974-Apr
Pages: 12
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
Sex and Persuasibility: A New Approach.
Lockwood, Diane Lee
Given that subjects are exposed to a non-sex-biased and counter-attitudinal message from a highly credible source, this study hypothesized that lowly ego-involved subjects would experience significantly greater attitude change than highly ego-involved subjects, regardless of their sex. The variable of ego-involvement was controlled by equalizing the value of this variable across three groups. "Sex-biasness" of an issue was controlled through a series of pilot studies by the selection of an issue which was near equally ego-involving for both sexes. Additional pilot studies disclosed that the message was discrepant to the majority of subjects' beliefs and that both sources were consistently evaluated as highly credible. Pretest subjects included 876 students from introductory speech courses who completed semantic differential attitude scales to determine their initial attitude and level of ego-involvement. Only 186 of these subjects met the criteria to continue and take the posttest. Results indicated that highly ego-involved receivers were less susceptible to persuasion than lowly ego-involved receivers, regardless of their sex. However, there was no significant differences in the amount of attitude change between highly and lowly ego-involved subjects on latitudes of rejection and noncommitment. (HOD)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Central States Speech Association (Milwaukee, April, 1974)