Accession Number : AD0717395

Title :   The Effects of Persuasive Communications on Attitudes.

Descriptive Note : Final rept.,

Corporate Author : HUNTER COLL NEW YORK

Personal Author(s) : Weiss,Walter

Report Date : 31 DEC 1970

Pagination or Media Count : 18

Abstract : The fundamental assumption underlying the research has that much of communication influence is to be understood in terms of cognitive processes and effects consequent on the arousal of uncertainty about the correctness of one's position. This meant that the recipient of a communication is viewed as an active participant in the communication experience, being engaged psychologically by the stimuli encompassing the communication experience and responding implicitly during exposure to them. The tactic followed was to examine post-exposure responses that were assumed to reflect outcomes of cognitive processes aroused during the communication experience. The potential error of attributing mediational significance to such responses was invariably acknowledged; but, even if the responses could not be so construed, they could still be interpreted as communication effects coordinate with other assessments of effects. In this way, the research permitted the examination of the relationships between a variety of effects. (Author)

Descriptors :   (*ATTITUDES(PSYCHOLOGY), TRANSFORMATIONS), (*SOCIAL COMMUNICATION, EFFECTIVENESS), APPLIED PSYCHOLOGY, SCIENTIFIC RESEARCH, FACTOR ANALYSIS, BEHAVIOR, INTERACTIONS

Subject Categories : Psychology

Distribution Statement : APPROVED FOR PUBLIC RELEASE