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ERIC Number: ED316820
Record Type: Non-Journal
Publication Date: 1990-Mar
Pages: 16
Abstractor: N/A
Reference Count: N/A
Effects of Self-Monitoring, Likability and Argument Strength on Persuasion.
Harnish, Richard J.
Recently, there has been a renewed interest in the functional theories of attitudes. These theories assume that there are certain individualistic needs that are being met by one's attitudes, and that these attitudes allow the individual to implement certain plans to attain certain goals. This study examined whether source characteristics (i.e., likability) and argument quality (i.e., strength) might serve different functions for high and low self-monitors. Subjects (N=103), undergraduates who were classified as high or low self-monitors, were assigned to experimental conditions of a 2 (source of message; likable or dislikable) x 2 (argument strength; strong or weak) factorial design. Overall, the results of this study generally supported the hypotheses that peripheral cues and message quality have different effects as a function of self-monitoring and, thus, perhaps as a consequence of different functions of attitudes for these two types of individuals. These findings have several implications especially for researchers investigating attitudes and persuasion processes. It appears that source characteristics and argument strength have functionally different effects on high and low self-monitoring individuals in the amount of attitude change experienced and in the mode of cognitive processing performed on a persuasive message. (ABL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A