Initial attitude,source credibility,and involvement as factors in persuasion

Source credibility was manipulated in factorial combination with the measured variables of initial attitude, issue involvement, and sex, using Japanese university students as subjects. A significant credibility × initial attitude interaction replicated previous findings and was attributed to disparagement of the less credible of two communicators by subjects whose initial attitudes were extremely discrepant from the position advocated. The significant involvement × initial attitude interaction reflected the greater resistance of highly involved subjects to persuasion under extreme rather than under moderate communicator-recipient discrepancy.