ERIC Number: ED106885
Record Type: RIE
Publication Date: 1975-Apr
Reference Count: 0
Origin and Effectiveness of Social Approval and Social Disapproval Cues in Persuasive Communication.
Wilson, Gary B.
The purpose of this study was to determine the predicted differences in the effectiveness of social approval and disapproval cues. Three hypotheses were tested to determine what the effect on communication is if the source of the cue is a peer, family member, or society and what the response will be when a message advocates a position discrepant from the initial position of the receiver. The subjects chosen for the study were 228 students in the beginning communication theory course at the University of Connecticut. The results of the study were not significant, and the support for the predicted effectiveness of social approval and disapproval cues was mixed. (RB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (Chicago, April, 1975)