BASIC PREMISES OF MULTIDIMENSIONAL ATTITUDE CHANGE THEORY: AN EXPERIMENTAL ANALYSIS

Multidimensional attitude change models propose that (1) stimuli defining the domain of attitudes may consist of a multidimensional rather than unidimensional pattern; (2) stimuli associated with each other in the persuasion process will converge with each other in the multidimensional attitude domain. These two propositions receive clear support from three of the hypotheses tested in four-panel cohort data, which analyses show to be multidimensional. The sources of a persuasive message converge on the position they advocate. Multiple sources converge on each other. The findings provided partial support for two other hypotheses on the convergence of self-concept with advocated position and with sources of a persuasive message. A final, somewhat tangential hypothesis also receives clear support: existential associations of concepts are more effective than hortatory associations. These results support further development of multidimensional attitude change models.     

Relational Control and Interactive Media Choice in Technology-Mediated Communication Situations

The study develops a framework to examine the communication goals of interacting partners and how these affect media choice. The study hypothesizes that in communication situations when the relational dimension of communication goals is competitive, relational control would affect media choice. Personal interviews were conducted among a nonrandom sample of 70 persons. The respondents were presented with different communication situations and asked if and why they would select one mode of communication over another. A content analysis of the responses supported the main argument of the study that in situations of relational competitiveness relational control would be a significant factor affecting media choice.