Is the Medium the Message? A Study of the Effects of Media,Communicator, and Message Characteristics on Attitude Change1

The present study examined the interactive effects of type of media, communicator, and position of message on persuasiveness of the communication. Subjects received a communication over television, radio (audio tape), or written medium, which either agreed with a position they held or strongly disagreed with it. The communicator was either a newscaster or a candidate for political office. The results indicated that subjects felt the newscaster to be more trustworthy than the candidate. In line with previous research, there was no main effect of media on persuasiveness. However, media interacted with the other variables so that when the communication disagreed with the audience, television was the most persuasive medium with the newscaster but the least persuasive with the untrusted candidate. There was no effect for media when the message agreed with the audience. Further, the candidate taking a position congruent with the audience's was rated as more attractive but less trustworthy than a candidate taking the opposite position. It was suggested that television may be the most involving medium and that either a counterargument theory or reactance theory could explain why it was not effective with the candidate.     

Attitudinal effects of the use of evaluatively biased language

In an experiment to study the effects on attitudes of requiring subjects to use evaluatively biased language, 84 schoolchildren aged 13–14 years completed a questionnaire to measure their attitudes on the issue of adult authority over teenagers, before and after writing an essay on this issue in which they were either required to incorporate words from a list all of which implied a positive evaluation of a pro-authority position or a negative evaluation of an anti-authority position (pro-bias condition), or required to incorporate words where the implied evaluations were reversed (anti-bias condition), or were given no words to incorporate (control condition). Relative to controls, pro-bias subjects showed as a shift towards a more pro position and anti-bias subjects became more anti irrespective of their initial attitudes (pro-bias versus anti-bias comparison, p<.01). However, when tested 6 days later most of this effect had disappeared, particularly in the case of subjects whose initial attitudes were least pro. At this final session, subjects also rated attitude statements on the issue in terms of scales constructed from the pro-bias and anti-bias word lists. In accordance with previous research, the more pro subjects' attitudes, the more they showed greater polarization of judgement on the pro-bias than the anti-bias scales (p<.000l). It is concluded that a person's attitude may be related to the kind of evaluative language he will apply to an issue, and that when a person is induced to use language implying a particular evaluation of an issue, he may change his attitude, at least in the short term, so as to be more congruent with the language he has used.     

Playing the game: when group success is more important than downgrading deviants

Partisan respondents evaluated a potential party leader (Study 1) or an ingroup political candidate (Study 2) who expressed normative or deviant opinions against a backdrop of public opinion that was either supportive of, or hostile toward, the ingroup's traditional beliefs (Study 1) or the normative ingroup position on a specific issue (Study 2). Across both studies, high identifiers gave stronger support to a normative candidate over a deviant candidate when public opinion was with the group, but not when public opinion was against the group. Under the latter conditions, high identifiers instead upgraded the deviant candidate. Additional analyses revealed this pattern of differential support for normative and deviant candidates among high identifiers appeared to be related to strategic considerations—specifically, the candidate's perceived chances of gaining public support and being elected. Among low identifiers, support for normative and deviant candidates was less affected by the broader context of public opinion, and was not related to such strategic considerations. These results demonstrate that responses to deviance depend on the broader context in which deviance occurs. Deviance can, at times, be a way through which groups achieve important goals. Copyright © 2006 John Wiley & Sons, Ltd.     

Gender, Physical Attractiveness, and Electability: An Experimental Investigation of Voter Biases

In an examination of the impacts on electoral success of candidate gender, candidate physical attractiveness, prestige and responsibility of office sought, and voter characteristics, 219 college students evaluated six challengers to an incumbent in either a mayoral or county clerk's race. Challengers represented men and women of high, moderate, and low physical attractiveness. Male, but not female, voters discriminated against female candidates. While physical attractiveness accentuated perceptions of masculinity in a man and femininity in a woman, the appeal of an attractive (i.e., more feminine) woman seeking a masculine-stereotyped position was not damaged by the so-called "beauty is beastly" effect. However, attractiveness was less consistently an asset for female candidates than it was for male candidates. Male, but not female, candidates directly benefitted from being physical attractive and were also more positively evaluated to the extent that they were perceived as highly masculine. These findings not only contribute to understanding of the joint impacts of sex-role and attractiveness stereotypes, but call into question survey findings pointing to the demise of sexism in electoral politics.     

Image, issues, and ideology: the processing of information about political candidates

Ss watched a videotaped nonpolitical speech by a male political candidate that conveyed either a favorable or an unfavorable image. Then they heard an excerpt of a radio program in which the candidate was described as holding either conservative positions or liberal positions on a series of specific issues. The impact of the candidate's speech on evaluations of him decreased over time. However, Ss used the speech as a basis for judgment only when the candidate's issue stands had unfavorable implications. When Ss learned the candidate's issue stands 24 hr after they heard the speech, they based their evaluations on their personal agreement with these stands. When Ss learned the candidate's issue positions immediately after the speech, however, they based their evaluations on the ideological implications of the issue stands instead.     

Perceived persuasiveness as a function of response style: Multi-issue consistency over time

This experiment studied the effect of an individual's response style on different issues over a long period of time. A hypothetical situation depicted the repeated responses given by one person on a target issue and on four other issues for one year. The 2 × 2 × 2 factorial design varied consistency of the stimulus person's position on the target issue during the year (consistent or variable); his consistency on other issues during the year (consistent or variable); and social context (alone or dissenting group). Subjects were 155 college students. Results showed an interaction between consistency on the target issue and consistency on other issues for the three dependent measures (p < .001). That is, significantly greater persuasiveness, confidence, and dis-positional causality were attributed to stimulus persons whose opinions were either completely consistent or completely variable on all issues during the year. Results suggest that the consistency of response style across issues—and not the constant advocacy of a specific position–is the crucial factor in the effectiveness of a long-term minority influence.     

Interactive effects of writing and reading a persuasive essay on attitude change and selective exposure

Subjects wrote an essay either supporting their own position on an issue or irrelevant to that issue. Subsequently, they received a communication that either supported or opposed their position, and that either claimed to present the only reasonable position or acknowledged the viability of alternative positions. Then, they reported their own beliefs in the position being advocated, and finally were given an opportunity to obtain subsequent information that either supported or opposed this position. Attitude change in the direction of a proattitudinal communication occurred only when both (a) this communication asserted that only the position advocated was defensible and (b) subjects had previously written a proattitudinal essay themselves. Moreover, either of these factors was sufficient to prevent attitude change in the direction of a counterattitudinal communication. Data supported predictions based upon a joint consideration of commitment and reactance effects. Subjects' subsequent preference for supporting over opposing information was greater when they had written a supporting essay than when they had not, greater when they had read an opposing communication than when they had read a supporting one, and greater when the communication they read was presented as stating the only reasonable position, no matter which position it advocated.     

When is a minority a minority? Active versus passive minority advocacy and social influence

Some conceptions of minority influence have stressed the impact of the mere existence of an unpopular, deviant position. Others (e.g. Moscovici, 1980 ) have emphasized the active opposition of a committed minority to a powerful majority. An active advocate is defined as one that is aware of the level of support for his/her position, expresses his/her position openly, and whose outcomes may depend on others' agreement/disagreement. In the present study, the potential moderating role of an advocates' active/passive status on opinion change was examined. When the issue was highly relevant to the target of influence, all that mattered was the quality of the source's arguments (i.e. majority≈ minority, active source = passive source). When the issue was not highly relevant to the target, though, active and passive sources had different impact: (1) active sources prompted attention to argument quality (for minorities) and heuristic compliance (for majorities); (2) passive sources prompted insensitivity to both the popularity of the position and to the quality of the source's arguments. Copyright © 2002 John Wiley & Sons, Ltd.     

An analysis of motor coordination components for various localization tasks

Localization abilities of subjects in three perceptual-motor tasks were considered before and after an exposure to a visual distortion. During this distortion the subject observed his hand ballistically point to an invisible but audible target while either receiving or not receiving knowledge of results (KR) concerning pointing accuracy. Also, subjects either received a 1- or a 4-sec rest period between each of 30 exposure ballistic pointing actions. The pre- and postexposure tasks involved the ability of a subject to accurately point to an occluded and stationary auditory target, to point to the straight-ahead position in space, and to indicate when a moving, auditory target was perceived as being in the straight-ahead position. For these tasks, the pre- vs. postexposure localization difference scores are referred to as the negative aftereffect, the proprioceptive shift, and the auditory shift, respectively. Wilkinson's (1971) two-component additive model (negative aftereffect = proprioceptive shift plus auditory shift) held when KR was given regardless of amount of rest between exposure pointing responses. With a 4-sec rest and no KR, the relationship between coordination components was nonadditive (negative aftereffect greater than proprioceptive shift plus auditory shift).     

Orthographic familiarity influences initial eye fixation positions in reading

An important issue in the understanding of eye movements in reading is what kind of nonfoveal information can influence where we move our eyes. In Experiment 1, first fixation landing positions were nearer the beginning of misspelled words. Experiment 2 showed that the informativeness of word beginnings does not influence where words are first fixated. In both experiments, refixations were more likely to be to the left of the initial fixation position if the words were misspelled. Also, there was no influence of spelling on prior fixation durations or refixation probabilities, that is, there was no evidence for parafoveal‐on‐foveal effects. The results show that the orthographic familiarity, but not informativeness, of word initial letter sequences influences where words are first fixated.     

An Analysis of Motor Coordination Components for Various Localization Tasks

Localization abilities of subjects in three perceptual-motor tasks were considered before and after an exposure to a visual distortion. During this distortion the subject observed his hand ballistically point to an invisible but audible target while either receiving or not receiving knowledge of results (KR) concerning pointing accuracy. Also, subjects either received a 1-or a 4-sec rest period between each of 30 exposure ballistic pointing actions. The pre-and postexposure tasks involved the ability of a subject to accurately point to an occluded and stationary auditory target, to point to the straight-ahead position in space, and to indicate when a moving, auditory target was perceived as being in the straight-ahead position. For these tasks, the pre-vs. postexposure localization difference scores are referred to as the negative aftereffect, the proprioceptive shift, and the auditory shift, respectively. Wilkinson’s (1971) two-component additive model (negative aftereffect= proprioceptive shift plus auditory shift) held when KR was given regardless of amount of rest between exposure pointing responses. With a 4-sec rest and no KR, the relationship between coordination components was nonadditive (negative aftereffect greater than proprioceptive shift plus auditory shift).     

Communication Modality and Biased Processing: A Study on the Occasion of the German 2002 Election TV Debate

Participants were presented with a segment of the 2002 Schroeder-Stoiber TV debate, in which the two candidates running for the post of German Chancellor argued for clearly different positions. Prior to presentation of the segment in either audiovisual, audio, or written modality, participants' politician preference was measured. Position agreement and valence of thoughts about the candidates' specific statements were found to be affected by politician preference in all three modalities. However, as shown by a modality by preference interaction, the effect of politician preference on position agreement was stronger in audio and audiovisual modalities than in the written modality. Similar interactions were found regarding the valence of thoughts broadly related to the issue discussed as well as regarding the valence of thoughts related to the two candidates themselves. Taken together with further path analyses, these findings are interpreted as showing biased processing across modalities, with the broadcast modalities intensifying this bias due to the heightened salience of nonverbal politician-related cues.     

Ingroup and outgroup minorities: Differential impact upon public and private responses

The experiment which is presented in this paper was designed to overcome some of the problems associated with previous research investigating the effects of social categorization and minority influence. Sixty-eight fourteen-year-old British Secondary School pupils indicated their attitudes towards a 'grant for pupils' before and after reading a text which advocated a minority position. The text was attributed as being the work of either pupils from their own school (ingroup minority) or from a school they discriminated against (outgroup minority). Responses were either made in ‘public’ (by telling subjects that other pupils would see their responses) or in ‘private’ (by subjects putting their responses into a ‘ballot box’). The results showed that on public responses ingroup minorities had more influence than outgroup minorities while there was no difference on private responses. Also, greater change occurred when responses were made in private than in public. These results are compatible with the intergroup analysis of minority influence.     

Optional shift behavior as a function of age and dimensional dominance

An optional reversal-nonreversal shift task for which the relevant color or form cues were either dominant or nondominant was presented to 320 Ss, 6 through 20 years of age. Dominance, as defined in terms of relative cue similarity, was related to initial learning and shift behavior for kindergarten and third-grade Ss; but not for sixth-grade and college Ss. The speed of initial learning and percentage of reversal shifts was related to age when the nondominant dimension was relevant. There were no developmental differences when the dominant dimension was relevant.     

Consistency and modification of judgment

In an investigation of minority influence, it was predicted that a consistent preference for paintings based on nationality by a confederate would cause previously neutral subjects to increase their preference in the direction of this minority viewpoint. Further, it was predicted that ethnic origin of the confederate could be seen as a biasing factor which could diminish influence. Four naive subjects were paired with one experimental confederate who was presented as being of either Italian, German, or unknown ethnic origin. On every trial, subjects were asked to indicate their preference between two paintings, one labeled “Italian” and the other labeled “German.” Labels were actually assigned at random. The confederate consistently chose the Italian or the German paintings on every one of the 19 trials. Results indicate that Control subjects rather than being neutral, exhibited a preference for the Italian paintings. Further, the presence of a confederate who took a consistent standard, whether it was Italian or German, had the effect of making subjects significantly more pro-German (or less pro-Italian) than the control group. The findings are explained on the basis that the German position was actalternative minority position, whereas the Italian position was actually an extreme of the majority position. While the former situation leads to minority influence as predicted, the latter situation appears to have polarized subjects. An alternative in terms of a norm of fairness is suggested, also.     

Communicator credibility and persuasian

Prior research has usually found a positive relationship between a communicator’s perceived credibility and his persuasiveness. An experiment was designed to test the hypothesis that the perceived vested interest of a speaker, the position the speaker advocated, and the social similarity between audience and speaker would influence attributions of credibility and affect the speaker’s persuasiveness. Three variables were manipulated in a 2 by 2 by 2 factorial design. Ss read a speech that either favored (pro) or opposed (con) student voting rights; the speech was attributed to a speaker who was either similar (student) or dissimilar (townie) to the stndent audience and who either had a vested interest (running for elective office) or had no vested interest (merely giving his opinion) :in the position he advocated. As predicted, the similarity of the speaker to the audience, the vested interest of the speaker, and the position advocated in the speech strongly influenced attributions of credibility. However, in contrast to much previous research, persuasion was found to be relatively independent of the variation in the speaker’s perceived credibility. It was suggested that the failure of attributions of credibility to relate to persuasion may have been due to the high degree of ego involvement for the Ss in the topic of student voting rights.     

Rethinking the Ontology of Cartesian Essences

The old and recent debates on Cartesian essences have focused on the question of whether Descartes is a Platonist or a conceptualist about essences. I argue that this is a false dichotomy. An adequate account of Cartesian essences must accommodate and reconcile two central doctrines and texts in Descartes' philosophy. I will argue that recent conceptualist and Platonist interpretations neither accommodate these doctrines nor reconcile these texts. Such failures are not accidental since Descartes' doctrines of divine creation and simplicity render it impossible for Descartes to be either a conceptualist or a Platonist. Failure to notice this fact explains why there has been no progress on this exegetical issue.     

Verbal coding and the storage of form-position associations in visual-spatial short-term memory

Short-term memory for form-position associations was assessed using an object relocation task. Participants attempted to remember the positions of either three or five Japanese Kanji characters, presented on a computer monitor. Following a short blank interval, participants were presented with 2 alternative Kanji, only 1 of which was present in the initial stimulus, and the set of locations occupied in the initial stimulus. They attempted to select the correct item and relocate it back to its original position. The proportion of correct item selections showed effects of both articulatory suppression and memory load. In contrast, the conditional probability of location given a correct item selection showed an effect of load but no effect of suppression. These results are consistent with the proposal that access to visual memory is aided by verbal recoding, but that there is no verbal contribution to memory for the association between form and position.     

The role of gaze and road edge information during high-speed locomotion

Robust control of skilled actions requires the flexible combination of multiple sources of information. Here we examined the role of gaze during high-speed locomotor steering and in particular the role of feedback from the visible road edges. Participants were required to maintain one of three lateral positions on the road when one or both edges were degraded (either by fading or removing them). Steering became increasingly impaired as road edge information was degraded, with gaze being predominantly directed toward the required road position. When either of the road edges were removed, we observed systematic shifts in steering and gaze direction dependent upon both the required road position and the visible edge. A second experiment required fixation on the road center or beyond the road edges. The results showed that the direction of gaze led to predictable steering biases, which increased as road edge information became degraded. A new steering model demonstrates that the direction of gaze and both road edges influence steering in a manner consistent with the flexible weighted combination of near road feedback information and prospective gaze information.