THE STRANGER AND THE SPOUSE AS TARGET PERSONS FOR COMPLIANCE-GAINING STRATEGIES: A SUBJECTIVE EXPECTED UTILITY MODEL1

This study examines the use of compliance-gaining message strategies in “interpersonal” versus “noninterpersonal” relationships. Subjects were asked how likely they would be to use persuasive strategies in a hypothetical situation involving either a spouse (interpersonal situation) or new neighbors (noninterpersonal situation). A subjective expected utility model is proposed to account for subjects' choice of strategies. According to the SEU model, subjects weigh the expected advantages and disadvantages of strategies both in terms of their persuasiveness and their effects on the relationship with the persuadee. Regression analysis supported the use of the SEU model to predict subjects' choice of strategies. Situational comparisons of SEU indicated that most strategies are rated more persuasive, less likely to damage the personal relationship, and more likely to be used in the spouse situation than in the neighbor situation.     

CONTEXTUAL AGE AND TELEVISION USE

The aims of the investigation were to initiate the development of “contextual age” as an alternative life-position concept to chronological age in communication and aging research, and to examine the relationships between contextual age and socio-demographic characteristics, television viewing patterns, and viewing motivations. The sample consisted of 340 non-confined respondents, aged 55 to 92. Factor analysis located four contextual age dimensions: interaction, life satisfaction, economic security, and self-reliance. The results of the Pearson and canonical correlation analyses suggest: the importance of an individual's degree of interpersonal interaction, social activity, life satisfaction, economic security, mobility, and physical health for indicating television usage; a series of interactant associations among contextual age, socio-demographic, viewing pattern, and viewing motivation variables; and the heuristic potential of the contextual age concept for assessing life-position and communication behavior.