II. Source Variables

  1. Credibility
    1. Perception of source by receiver
    2. Two dimensions: Character and Competence
    3. Consider interaction of dimensions

  2. An Early Research Example (Hovland & Weiss, 1951)
    1. Read editorials on different topics (OTC drugs, Nuke subs, Steel, TV and theatre)
    2. Different sources (NEJM vs rag; Oppenheimer vs Pravda; BulofNatRes vs columnist)
    3. Rate attitude toward topic
    4. Results
    5. Interpretation

  3. Physical Attractiveness (Chaiken, 1980; JPSP)
    1. Select 68 undergrads in upper or lower third (rated by others)
    2. Train to persuade on banning meat at breakfast/lunch in dorms
    3. Must approach 2 M and 2 F
    4. Results
    5. Interpretation

  4. Crucial Observations
    1. Strong peripheral route effects
    2. Source effects not simple; interact with others
    3. You do control these variables

Percent Moving in Favor by Credibility Level
Hi Credible Lo Credible
OTC Drugs 23 12
Nuke Sub 36 00
Steel Shortage 23 -4
TV and Theatre 13 14
Average 23 07

Interpretation

Agreement and Signing by Attractiveness
Attractive Unattractive Effect Size (r)
Agreement 4.4 3.9 .30
Sign Petition .41 .32 .25

Interpretation

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Updated March 21, 1996; Copyright © SBB, 1996