ERIC Number: ED122324
Record Type: RIE
Publication Date: 1975
Reference Count: 0
Metaphor Content and Perceived Credibility: A Regression Analysis.
Reinsch, N. L., Jr.
This study explored the relationship of metaphor content and the perceived credibility of the person using the metaphor. The subjects were 190 persons attending Western Illinois University who were exposed to two credibility inductions, each including a figurative statement, and then were asked to rate the credibility of each source. The figurative expression took eight different forms as follows, with alternatives in parentheses: I (like) (dislike) W.I.U.; W.I.U. is like (a thunderstorm) (Mayor Richard Daley) (a monastery) (a science fiction novel). Two fictitious sources for the figurative expressions were developed, one male and one female. Semantic differential scales and credibility scales were composed and used as pretests and posttests and then analyzed by a stepwide linear regression formula. The results provided support for the hypothesis that metaphor content can partially account for perceived source credibility. For both sources the dimensions of sociability and composure were the dimensions on which the largest percentage of variance was explained. It was also noted that male competence appears to be significantly more sensitive than female competence to metaphor content. (MKM)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Speech Communication Association (61st, Houston, Texas, December 1975)