中華心理學刊 民 79，32 卷，51-62
Chinese Journal of Psychology 1990, Vol.32, 51-62
張滿玲（國立政治大學心理學研究所）；陳皎眉（國立政治大學心理學研究所）
摘要
本研究係採三因子的實驗設計，以探討不同立論基礎(個人經驗、調查研究、 理論)、不同身分的傳播者(學者、非學者)、與不同內容呈現方式(數字呈現、 描述呈現)之說服效果。過去說服研究中所指的「訊息來源」多只限於「傳播訊息 的人」，實際上，傳播者常常在說服訊息中提出立論基礎(即訊息所依據的來源) ，因此本研究特別將訊息來源區分為訊息傳播者與立論基礎。此外，過去研究中的 專家往往同義於擁有博士頭銜的學者，而忽略了經驗豐富但學歷不高的人。所以本 研究特別以學歷高低將「傳播者身分」操弄爲「學者」與「非學者」，另外，則將 「個人經驗」操弄成「立論基礎」這個變項中的一個層次。除了「個人經驗」外， 研究中操弄的「立論基礎」荷包括「理論」與「調查研究」。傳播者的說服論點办 常伴隨著數字出現，因此說服訊息中數字呈現所產生的效果，亦是本研究的重點之 一。結果發現，學者比比非學者有說服力，尤其是當以理論為立論基礎，而且沒有提 出數字證據時。而當傳播者不是學者時，若其訊息中不含數字，則個人親身經驗比 理論有說服力;若其是以理論為立論基礎，則提出數字的訊息比不含數字的訊息有 說服力。此外並發現，儘管受試認爲「個人經驗」、「調查研究」與「理論」的鮮明程度不同，但實際上三者的說服力並無明顯差異。
The Persuasiveness of The Argument Basis, Communicator's Status and Message Presentation
Man-Ling Chang（National ChengChi University）；Jeaw-Mei Chen（National ChengChi University）
Abstract
The persuasive effects of argument basis (personal experience, survey vs. theory), the communicator's status (scholar vs. nonscholar). and message presentation (quantitative message vs. descriptive message) were investigated in the present study. "Source factor" in the past studies tended to be limited to the persons who communicate messages. But in reality, persuaders often present argument basis (the sources where the arguments came from) in their messages. This study therefore separated source factor into "communicator's status" and "argument basis”. Also, experts in the past studies seemed to be synonymous with scholars with Ph. D. degrees, but not with persons who have rich experiences yet low academic degrees Therefore, communicator's status in this experiment was manipulated as scholars vs. nonscholars based on their educational backgrounds, and personal experience was manipulated as one level of the variable "argument basis". The other two levels of this variable were "theory" and "survey". Communicators' arguments were often accompanied by numbers, so the numerical effects in the persuasive message were also examined. The results indicated that the scholar was more persuasive than the nonscholar, especially when their arguments were based on theory and presented with descriptive data. The nonscholar, however, if presented his message descriptively, personal experience was more persuasive than theory. If he based his arguments on theory, the quantitative message was more persuasive than the descriptive one. This study also found that subjects perceived the vividness of the three messages with different bases was significantly different, yet the persuasiveness of these messages was not found to be significantly different from one another.
