ERIC Number: ED267353
Record Type: RIE
Publication Date: 1985-Aug-6
Reference Count: 0
The Effect of Locus of Control on Message Acceptance and Recall.
Cole, Catherine A.; Singh, Surendra
Locus of control is a personality trait that influences human behavior in many situations. Internal-external control reactions to a persuasive message and the recall of the message were examined in two studies. In the first study, 35 undergraduate students' locus of control was measured using Duttweiler's Internal Control Measure. On the basis of this measurement, subjects were classified as having an internal or external locus of control. Subjects then received either an advertisement with high or moderate credibility. Subjects' manipulation, a measure of message acceptance and behavioral intentions, was measured. The results showed that externally-oriented people were more responsive to advertisements than were internally-oriented consumers. In the second study, 114 undergraduates were again classified as having internal or external locus of control and then received highly or moderately credible advertisements. Organized and unorganized product listings were used in which product features were either grouped or not grouped. The personality trait of locus of control was not found to affect message acceptance or behavioral intentions, but it was found to affect the amount learned. These results emphasize the importance of recall and persuasion when evaluating advertising. (ABL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Convention of the American Psychological Association (93rd, Los Angeles, CA, August 23-27, 1985).