ERIC Number: ED256337
Record Type: RIE
Publication Date: 1985-Jan
Persuasion: Five Studies Dealing with the Relationships between Media, Attitudes, and Learning Style.
Simonson, Michael R.; And Others
The use of media in persuasive messages was investigated in five studies addressing: (1) the effectiveness of realistic media in such messages; (2) interaction of field dependence/independence or hemisphericity with media type in persuasive message delivery; and (3) whether mediated messages should be designed differently for learners with different learning styles. Media for delivering treatments were one or more of either motion pictures, videotape copies of motion pictures, or color slide versions of motion pictures. Dependent variables were attitude toward either soil conservation, smoking, or disabled persons. It was found that realistic media, particularly motion pictures, are somewhat better at changing attitudes than non-realistic media; there is a relationship between field independence and persuasive messages presented by film; attitudes can be modified by using persuasive messages delivered by media; and some types of media may be more effective than others at delivering information designed to change attitudes. Further investigation into the relationship between persuasive messages, delivery media, and learning styles of the target audience is suggested. Twenty-eight references are listed. (LMM)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Convention of the Association for Educational Communications and Technology (Anaheim, CA, January 17-23, 1985). For entire proceedings, see IR 011 621.