Experimental studies of changes in attitude. II. A study of the effect of printed argument on changes in attitude.

Knower, Franklin H.

doi:10.1037/h0055902

Cited by 49 publications

(15 citation statements)

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“…These results suggest that if a persuasive message does affect attitudes, it is likely that its effect may be dissipated as audience size increases. This replicates early experiments by Knower (1935Knower ( , 1936 and tends to support social impact theory.…”

Section: Resultssupporting

confidence: 88%

Politicians on TV: The Image Is the Message

Keating

Latané

1976

Journal of Social Issues

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Potential political candidates gave live, televised, audio, or written presentations to individuals and groups under laboratory conditions. The more live and rich the medium, the more favorably the communicator was evaluated; but media were equally effective in generating agreement with the candidate's message. Groups judged candidates more favorably than individuals, but individuals showed more attitude change. The results provide mixed support for a new theory of social impact and have implications for application in political campaigns.

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Section: Resultssupporting

confidence: 88%

Politicians on TV: The Image Is the Message

Keating

Latané

1976

Journal of Social Issues

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“…Several subsequent surveys came to the conclusion that television is generally perceived as more credible than media with decreased sensory information such as radio or newspapers (Berg & Kiefer, 1996;Gaziano & McGrath, 1986;Ibelema & Powell, 2001;Roper Organization, 1991). These results are in line with older studies stating that audiovisual presentations lead to more attitude change than sole visual and print presentations (Cantril & Allport, 1935;Haugh, 1952;Knower, 1935Knower, , 1936Wilke, 1934). However, why this effect occurs isn't quite clear yet.…”

Section: Media Credibility and Modalitysupporting

confidence: 94%

The Impact of Communication Modality on Perceived Credibility of Panel Members

2010

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The impact of communication modality on credibility is not yet fully understood. Therefore, the purpose of this study was to examine the influence of modality on the perception of news panel members. A political debate between four political analysts was presented in three different modalities, as television broadcast (TV condition), as radio broadcast (radio condition), or as magazine article (print condition). Participants evaluated panel members in terms of credibility. Findings indicate that in the TV condition, panel members were perceived as most credible, followed by the radio condition and the print condition. Statistical analyses show that the differences are significant between all three conditions. In addition, the authors found that the modality effect depends on the sources' personal characteristics. The authors discuss the theoretical and practical implications of these findings.

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“…The study of message order effects has been a mainstay of persuasion research since the inception of the discipline (e.g., Knower, 1936). A significant amount of time and attention has been spent trying to better understand what Lund (1925) first identified as the dominance of the first persuasive message when two competing messages are provided to an individual one immediately after the other (e.g., Hovland, 1951;Hovland & Mandel, 1957).…”

Section: The Primacy Effectmentioning

confidence: 98%