少数派説得者の専門性と協同の呼びかけが受け手の態度変容に及ぼす影響

広島大学総合科学部紀要. IV, 理系編 Volume 23 Page 155-163 published_at 1997-12-28
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Title ( jpn )
少数派説得者の専門性と協同の呼びかけが受け手の態度変容に及ぼす影響
Title ( eng )
Minority influence : The effects of expertise of an ingroup versus outgroup
Creator
Yamaura Kazuho
Kurokawa Masaru
Contributors 国立情報学研究所
Source Title
広島大学総合科学部紀要. IV, 理系編
Memoirs of the Faculty of Integrated Arts and Sciences, Hiroshima University. IV, Science reports
Volume 23
Start Page 155
End Page 163
Abstract
The purpose of this study was to investigate the influence of persuader's expertise and strategy of persuasion on recipient's attitude change. On the basis of Elaboration Likelihood Model (ELM; Petty & Cacioppo, 1986), we predicted that attitudinal change via central route would create both direct and indirect influences, whereas the attitudinal change via peripheral route would create only direct influence. This prediction was tested by using Mucchi-Faina's study design (1994). The subjects were 125 university students who had the initial attitude opposite to the persuasive contents. They first read the persuasive message, in which either inclusive strategy or exclusive strategy was included, written by an expert or a nonexpert minority group, and then rated their own attitudes toward a main topic of the message and the related topics. When an expert used inclusive strategy, both direct and indirect influences occurred, while when the person used exclusive strategy, only direct influence occurred. In the persuasion by an nonexpert, both direct and indirect influence hardly occurred. These results supported the assertion of Chaiken & Stangor (1987), who pointed out that recipients conducted both heuristic and systematic processing simultaneously.
Keywords
minority expertise
strategy of persuasion
direct influence
indirect influence
NDC
Psychology [ 140 ]
Language
jpn
Resource Type departmental bulletin paper
Publisher
広島大学総合科学部
Date of Issued 1997-12-28
Publish Type Version of Record
Access Rights open access
Date
[Created] 2006-03-21
Source Identifier
[ISSN] 1340-8364
[NCID] AN10435936