COMMUNICATION MODALITY AS A DETERMINANT OF PERSUASION - THE ROLE OF COMMUNICATOR SALIENCE
COMMUNICATION MODALITY AS A DETERMINANT OF PERSUASION - THE ROLE OF COMMUNICATOR SALIENCE
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DOI：
10.1037/0022-3514.45.2.241
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发表时间：
1983-01-01
影响因子：
7.6
通讯作者：
EAGLY, AH
中科院分区：
文献类型：
--
作者：
CHAIKEN, S;EAGLY, AH
报告了 2 项研究，总共使用了 304 名大学生，其中讨人喜欢或不讨人喜欢的沟通者通过文字、录音带或录像带传递了有说服力的信息。在这两项研究中，讨人喜欢的沟通者在视频和录音中比在书面上更有说服力，但不讨人喜欢的沟通者在书面上更有说服力。因此，传播者的喜爱程度仅在广播方式中才是说服力的重要决定因素。其他研究结果表明，与接触书面信息相比，Ss 在接触视频和录音带消息时会处理更多的沟通者线索，并且基于沟通者（而不是基于消息）的认知主要在视频和录音带条件下而非书面条件下预测意见变化。结论是，视频和录音带增强了与传播者相关的信息，因此传播者特征在传播信息时对说服力产生了不成比例的影响。还讨论了与“生动性”现象相关的发现。（40 参考）（PsycInfo 数据库记录 (c) 2020 APA，保留所有权利）
Reports 2 studies, using a total of 304 university students, in which a likable or unlikable communicator delivered a persuasive message via writing, audiotape, or videotape. In both studies the likable communicator was more persuasive in video-and audiotape than in writing, but the unlikable communicator was more persuasive in writing. Thus, communicator likability was a significant determinant of persuasion only in the broadcast modalities. Other findings suggest that Ss process more communicator cues when exposed to video-and audiotape messages than when exposed to written ones and that communicator-based (rather than message-based) cognitions predicted opinion change primarily in video and audiotape conditions rather than in written ones. It is concluded that video-and audiotapes enhance communicator-related information, so that communicator characteristics exert a disproportionate effect on persuasion when messages are broadcast. Findings are also discussed in relation to" vividness" phenomena.(40 ref)(PsycInfo Database Record (c) 2020 APA, all rights reserved)