| Abstract: | The effects of choice, source attractiveness, and discrepancy size on the acceptance of a message about a tuition increase were investigated under high involvement conditions. In keeping with dissonance theory predictions, the results showed that when subjects chose to expose themselves to the discrepant message, the message from an unattractive source produced the most opinion change. Under no choice conditions, more change was produced by the message from the attractive source. However, this effect only occurred at the highest message disrepancy level. The results were interpreted in terms of the prevailing real-life conditions under which the study was run in line with an expectancydissonance approach. |
