FRIENDLY OR UNFRIENDLY PERSUASION

Expectancy theory suggests that people develop normative expectations about appropriateness of communication behavior that differ for males and females. Support was found for an interaction hypothesis predicting that males would be expected to use more verbally aggressive persuasive message strategies and would negatively violate expectations and be less persuasive when they deviated from such strategies. Moreover, females are expected to be less verbally aggressive and use more prosocial message strategies and are penalized for deviations from such an expected strategy. Manipulation checks indicated that people have clear differences in expected strategy use by males and females and that neither the psychological sex role nor biological sex of receivers alters those expectations. Results are discussed in terms of similarity to prior language research, as an extension of expectancy theory and as added knowledge about the effects of specific compliance-gaining message strategies.     

SEQUENTIAL-REQUEST PERSUASIVE STRATEGIES

Meta-analysis of the foot-in-the-door (FITD) and door-in-the-face (DITF) literatures showed both effects to be small (r = .17, .15 respectively), even under optimal conditions. Both require aprosocial topic in order to work. The amount of time between the first and second requests plays a different role in the operation of each of the two strategies. DITF was effective only when the delay between requests was brief. Effectiveness of FITD was unrelated to delay, but did depend on whether or not an incentive was provided with the first request. The positive relationship between effort and FITD predicted by self-perception theory was not found. Self-perception theory and reciprocal concessions theory, the theoretical perspectives usually applied to FITD and DITF respectively are examined in light of the findings and it is concluded that both are flawed seriously. Directions for future research are suggested.     

Inoculation in Political Campaign Communication

The use of attack messages in political campaign communication has grown in recent years. This investigation posits a strategy of resistance to the influence of attack messages. A total of 341 initial and follow-up treatment interviews and 392 control interviews were completed among potential voters in a U.S. Senate campaign during October 1986. We hypothesized that political campaign messages can be designed to inoculate supporters of candidates against subsequent attack messages of opposing candidates. This prediction was supported. In addition, the results supported the hypothesis that inoculation confers more resistance to subsequent attack messages among strong political party identifiers as opposed to weak identifiers, non-identifiers, and crossovers. The results of this investigation extend the scope of inoculation theory to new domain, and at the same time, suggest a new strategic approach for candidates in political campaigns.     

The Nature of Arousal and Nonverbal Indices

The current monograph asserts that nonverbal behaviors can serve as useful overt indices of experienced arousal. Various conceptualizations of arousal and factors eliciting arousal in communication situations are examined. It is proposed that, from a communication standpoint, indices of arousal and arousal change are best classified along two dimensions of arousal intensity and arousal valence. Diverse bodies of literature on nonverbal concamitants of arousal are reviewed. As a first test of whether separate profiles exist for negatively, as opposed to positively or neutrally, valenced arousal, data are analyzed from a mock-interview experiment in which, following a baseline interview, participants (N=52) were subjected by an interviewer to either increased or decreased involvement. The involvement changes were expected to elevate arousal intensity for all participants and induce positively or negatively valenced arousal in the two respective conditions. Polynomial regressions and z-test comparisons of correlations revealed that 16 composites, comprising a total of 47 nonverbal variables, showed significant associations with changes in arousal.     

Nonverbal Behaviors,Persuasion, and Credibility

This study examined the relationships among nonverbal behaviors, dimensions of source credibility, and speaker persuasiveness in a public speaking context. Relevant nonverbal literature was organized according to a Brunswikian lens model. Nonverbal behavioral composites, grouped according to their likely proximal percepts, were hypothesized to significantly affect both credibility and persuasiveness. A sample of 60 speakers gave videotaped speeches that were judged on credibility and persuasiveness by classmates. Pairs of trained raters coded 22 vocalic, kinesic, and proxemic nonverbal behaviors evidenced in the tapes. Results confirmed numerous associations between nonverbal behaviors and attributions of credibility and persuasiveness. Greater perceived competence and composure were associated with greater vocal and facial pleasantness, with greater facial expressiveness contributing to competence perceptions. Greater sociability was associated with more kinesic/proxemic immediacy, dominance, and relaxation and with vocal pleasantness. Most of these same cues also enhanced character judgments. No cues were related to dynamism judgments. Greater perceived persuasiveness correlated with greater vocal pleasantness (especially fluency and pitch variety), kinesic/proxemic immediacy, facial expressiveness, and kinesic relaxation (especially high random movement but little tension). All five dimensions of credibility related to persuasiveness. Advantages of analyzing nonverbal cues according to proximal percepts are discussed.     

Understanding Marital Satisfaction and Couple Type as Functions of Relational Expectations

The present study examined the role played by relational expectations in determining marital satisfaction and in discriminating between married couple types. The discrepancy between one's expectations for his or her spouse's relational behavior and one's perceptions of his or her spouse's actual behavior significantly predicted marital satisfaction. Discrepancy scores for the relational dimensions of intimacy, distance, equality/ trust, dominance, and noncomposure/arousal appear to be most central in predicting satisfaction. While agreement between spouses on relational expectations significantly predicted satisfaction, expectation/perception discrepancies were revealed to be stronger predictors than agreement scores. There were no differences in relational expectations when compared across couple type; however, intimacy and noncomposure/arousal displayed significant differences when compared across wives’ individual marital type. Overall, intimacy, noncomposure/arousal, and equality/trust played central roles in understanding marital satisfaction.     

TOWARD A MESSAGE-CENTERED THEORY OF PERSUASION: THREE EMPIRICAL INVESTIGATIONS OF LANGUAGE INTENSITY1

Based on accumulated knowledge concerning the effects of language intensity on attitude change, a set of propositions were advanced that provide a skeletal theoretical framework. Based on the propositions, three separate studies were done to extend the predictive power of the formulation. Predicted interactions between sex of the source, situational anxiety, source credibility, and language intensity were obtained. There were also significant person perception changes as a result of the level of language intensity employed in the persuasive message. Discussion centered on the import of the new findings in formulating a message-centered theory of persuasion.     

CONFLICTING INFORMATION,ATTITUDE, AND MESSAGE VARIABLES AS PREDICTORS OF LEARNING AND PERSUASION1

This study examined the effects of conflicting information in two messages about the same topic on recall of, and post favorability toward the message. Three multiple regression analyses tested the relationship among conflicting information, initial attitude, attitude change, salience, message clarity, and adequacy of support in predicting recall and post favorability. Six hypotheses were supported. Both recall and post favorability were inhibited when conflicting information was present. Attitudes and message variables were significant predictors of learning and post favorability. Proactive inhibition produced more interference than retroactive inhibition. Results are discussed in terms of the interrelatedness of the learning and persuasion processes and the ability of interference theory to predict outcomes in both paradigms.     

Attachment Styles and Reactions to Nonverbal Involvement Change in Romantic Dyads Patterns of Reciprocity and Compensation

Attachment-theory principles suggest that those with different attachment styles will react to nonverbal involvement change in a manner consistent with their approach/avoidance orientations and mental working models of self and others. It was hypothesized that preoccupieds initially reciprocate increases in involvement, but compensate for decreases, whereas dismissives initially compensate for increases in involvement, but reciprocate decreases. A second hypothesis predicted that over time interactants reciprocate both increases and decreases in nonverbal involvement. Partners in enduring romantic relationships participated in two separate conversations. Between conversations, one member of each dyad was enlisted as a confederate who increased or decreased nonverbal immediacy and positive affect in the second conversation. Results indicated that, regardless of attachment style, targets reciprocated confederate behavior in the increase-involvement condition and displayed behavior indicative of both compensation and reciprocity in the decrease-involvement condition. However, preoccupieds showed the strongest pattern of reciprocating increases in involvement and compensating for decreases in involvement. Results also demonstrated a pull toward reciprocity over time. Findings are interpreted in light of the bidimensional model of distancing and interaction adaptation theory, with results most supportive of the latter theory.