Abstract
This study explored the joint effects of extraneous arousal and communicator credibility on acceptance and learning of a persuasive communication. Ss listened to a taped speech under either average volume (low arousal) or very high volume (high arousal). The speaker was either high or low in credibility. Males and females reacted very differently to the situation. Females were more persuaded under low arousal than under high arousal, but there were no differences for males. Credibility had no effect. An unusual learning effect emerged. There was a Credibility by Arousal interaction that had the same form for both sexes. The attitude results were given a dissonance interpretation.
Article PDF
Similar content being viewed by others
Avoid common mistakes on your manuscript.
References
FESTINGER, L. A theory of cognitive dissonance. Evanston, Ill: Row, Peterson, 1957.
HELMREICH, R., KUIKEN, D., & COLLINS, B. Effects of stress and birth order on attitude change. Journal of Personality, 1968, 36, 466–473.
HENDRICK, C., & BORDEN, R. Effects of extraneous fear arousal and birth order on attitude change. Psychonomic Science, 1970, 18, 225–226.
INSKO, C. A. Theories of attitude change. New York: Appleton-Century-Crofts, 1967.
JANIS, I., & FESHBACH, S. Effects of fear-arousing communications. Journal of Abnormal & Social Psychology, 1953, 48, 78–92.
McCROSKEY, J. C. An introduction to rhetorical communication. Englewood Cliffs, N.J: Prentice-Hall, 1968.
McGUIRE, W. J. Inducing resistance to persuasion. In L. Berkowitz (Ed.), Advances in experimental social psychology. Vol. 1. New York: Academic Press, 1964. Pp. 191–229.
McGUIRE, W. J. Attitudes and opinions. Annual Review of Psychology, 1966, 17, 475–514.
SIGALL, H., & HELMREICH, R. Opinion change as a function of stress and communicator credibility. Journal of Experimental Social Psychology, 1969, 5, 70–78.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Hendrick, C., Shaffer, D.R. Effects of arousal and credibility on learning and persuasion. Psychon Sci 20, 241–243 (1970). https://doi.org/10.3758/BF03329044
Published:
Issue Date:
DOI: https://doi.org/10.3758/BF03329044