Communication modality and attitude change in a realistic experiment


Wiegman, O. (1989) Communication modality and attitude change in a realistic experiment. Journal of applied social psychology, 19 (10). pp. 828-840. ISSN 0021-9029

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Abstract:In this experiment, an experimental interview with the leader of the Socialists in the Dutch Parliament was delivered via three different media: television, radio, or a newspaper presentation. We showed that the experimental interviews led, in themselves, to attitude change, but no difference was found among the three communication modalities. Moreover, no significant interaction effect was established between the political preference of the subjects (Socialist versus non-Socialist) and communication modality. Our main results do not support the assumption that for a well-known politician presently holding office, television is a less effective medium than radio or newspaper.
Item Type:Article
Copyright:© 1989 Wiley InterScience
Faculty of Behavioural, Management and Social sciences (BMS)
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