Show simple item record

Effects of Mode of Presentation on the Influence of Source Characteristics on Persuasion

dc.contributor.advisorMills, Judson Ren_US
dc.contributor.authorHyman, Jarrod D.en_US
dc.date.accessioned2007-02-01T20:23:48Z
dc.date.available2007-02-01T20:23:48Z
dc.date.issued2006-12-09en_US
dc.identifier.urihttp://hdl.handle.net/1903/4217
dc.description.abstractThe purpose of this research was to investigate the effects of mode of presentation on the way in which the source characteristics of likability and expertise influence persuasion. In the context of a study of memory for ads, female college students received an advertisement for a cellular phone, either by audio tape or in writing, after having received information in writing indicating the source had positive or negative valence with respect to likability or with respect to expertise. After exposure to the advertisement, participants indicated their attitude toward the product, rated characteristics of the source, and answered a memory test. It was found that differences in likability of the source had greater impact on persuasion when the message was presented in an audio format than written format, and differences in expertise of the source had greater impact on persuasion when the message was presented in a written format than audio format.en_US
dc.format.extent320819 bytes
dc.format.mimetypeapplication/pdf
dc.language.isoen_US
dc.titleEffects of Mode of Presentation on the Influence of Source Characteristics on Persuasionen_US
dc.typeDissertationen_US
dc.contributor.publisherDigital Repository at the University of Marylanden_US
dc.contributor.publisherUniversity of Maryland (College Park, Md.)en_US
dc.contributor.departmentPsychologyen_US
dc.subject.pqcontrolledPsychology, Socialen_US
dc.subject.pquncontrolledSource characteristicsen_US
dc.subject.pquncontrolledexpertiseen_US
dc.subject.pquncontrolledlikabilityen_US
dc.subject.pquncontrolledpersuasionen_US
dc.subject.pquncontrolledmodes of presentationen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record