Effect on opinion change of similarity between the communicator and the audience he addressed

Bibliographic Data

ID6202410
AuthorsJudson Mills, Jerald M Jellison
Year1968
Volume9
Issue2, Pt.1
Pages153-156
Publication date1968-06-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Personality and Social Psychology (JOURNAL)
Journal identifiersISSN: 0022-3514 • E-ISSN: 1939-1315
PublisherAmerican Psychological Association (APA) (PUBLISHER)
DOI10.1037/h0021246
PMID5662737
OpenAlexW1970470496
LanguageEN
Citations received5
References cited9

An experiment tested the hypothesis that a communication will be more persuasive when the audience thinks the communicator felt similar to the audience he addressed than when the audience thinks the communicator felt dissimilar to those he addressed. College women read the same communication with varying introductions. Some were informed that the communicator was a musician and those in the audience he addressed were music students, some that the communicator was an engineer and those in the audience addressed were engineering students, some that the communicator was a musician and those in the audience were engineering students, and some that the communicator was an engineer and those in the audience, music students. In confirmation of the hypothesis, agreement with the communicator's position was greater when he was similar to the audience he addressed

Attitude change · Similarity (geometry) · Artificial Intelligence · Communication in Education and Healthcare · Computer Science · Media Influence and Health · Psychology · Rhetoric and Communication Studies · Social Psychology

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