Abstract
An experiment tested the hypothesis that if a speech originally addressed to one audience is given to another audience, the second audience will find the speech more persuasive if they believe that the communicator liked those he had originally addressed than if they think he disliked them. In support of the hypothesis, college women who read the same communication agreed more with the communicator’s position when they were informed that he liked business students while disliking engineering students and addressing business students or that he liked engineering students while disliking business students and addressing engineering students than when they were informed that he disliked business students while liking engineering students and addressing business students or that he disliked engineering students while liking business students and addressing engineering students.
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MILLS, J. Opinion change as a function of the communicator’s desire to influence and liking for the audience. Journal of Experimental Social Psychology, 1966, 2, 152–159.
MILLS, J., & JELLISON, J. M. Effect on opinion change of similarity between the communicator and the audience he addressed. Journal of Personality & Social Psychology, 1968, 9, 153–156.
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This study was supported by a grant from the National Science Foundation.
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Mills, J. Effect an opinion change of the communicator’s liking for the audience he addressed. Psychon Sci 25, 335–337 (1971). https://doi.org/10.3758/BF03335897
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DOI: https://doi.org/10.3758/BF03335897