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.     

Avengees' perspectives on revenge: Commitment as a predictor and relationship type differences

This study investigated how people respond emotionally to and make sense of the experience of being on the receiving end of an angry relationship partner's attempted revenge. Using an interdependence theory framework, we tested hypotheses concerning the role of commitment and investigated differences due to relationship type. We asked participants (N = 439) if they had experienced revenge at the hands of either a romantic partner, family member, or associate. Among those who had (N = 254), we found support for hypotheses linking commitment with avengees' affective and evaluative responses to being the target of revenge, but little evidence that these associations vary by relationship type. Possible routes by which commitment may influence people's experiences as avengees are discussed.     

Icons, Sacred Relics, Obsolescent Plant

Abstract  Whether churches should be demolished, rebuilt, restored or preserved is a contentious issue. Some hold that the needs of a present worshipping community should take precedence over antiquarian or aesthetic interest, others that we owe a debt to the ages. Arguments mirror those between developers and environmentalists. It is argued here that it is not abstract rights that matter, but a sense of history, and of the sacred. Church buildings and landscapes are to be maintained not as museum pieces but as living elements of a humane piety.