學刊論文
態度形成方式與論點數量對說服的影響

中華心理學刊 民 78,31 卷,1期,7-18
Chinese Journal of Psychology 1989, Vol.31, No.1, 7-18


吳正桓(中原大學心理學系)

 

摘要

本研究探討直接與間接經驗所形成之能度,在相反反相同立場的說跟情境下, 對訊息所含論點數量多寡的反應。結果大致和 Wu 與 Shaffer (1987)的發現相似 。即在相反立場時,直接經驗態度比間接經驗態度更能抗拒說服;但在相同立場時,則是前者比後者更易接受說服。至於論點數量之多寡,則對直接經驗受試者的態度變化,沒有影響;只對間接經驗態度才產生作用。在相反立場時,論點數量愈多 ,說服力則愈強。但在相同立場時,則反之。這個結果,大致符合 Petty 與 Cicioppo (1981, 1986)思考可能性模式的預測。但是在相同立場時,受試者的認知 反應與 Petty 與Cacioppo 的理論並不一致。據此,本研究對情感反應在態度變 化中,可能發揮的作用,加以討論。


The Effects of Attitude Formation and Argument Quantity  on Persuasion

Cheng-Huan Wu(Chung-Yuan Christian University)

 

Abstract

The experiment was conducted to assess the susceptibility of direct- and indirect. experience attitudes to proattitudinal and counterattitudinal messages which varied with the number of arguments (either six or two). The results were consistent with Wu and Shaffer's (1987) findings. That is, participants with direct-experience attitudes agreed less to the counterattitudinal appeals, but agreed more to the proattitudinal messages than did those with indirect-experience attitudes. Furthermore, they were not influenced by the manipulation of argument quantity. For those with indirect. experience attitudes, when the appeals were counterattitudinal, the message with six arguments elicited more agreement than with two arguments; but when it was proattitudinal, the results were reversed. In general, the findings of this study are consistent with the predictions derived from Petty and Cacioppo's (1981, 1986) elaboration likelihood model. However, further examination of the data of cognitive and affective responses generated by subjects while receiving the communication indicated that a more comprehensive explanation of the obtained results should include the function of affect in the attitude change process.


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