Assimilation and contrast effects in reactions to communication and attitude change.

Authors:
  • CHCarl I. Hovland
    Carl I. Hovland
  • OHO. J. Harvey
    O. J. Harvey
  • MSMuzafer Sherif
    Muzafer Sherif
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Abstract
"The relationship between the attitude of the recipient and the position advocated in a communication was studied under conditions where a communicator not known to subject presents a point of view on a controversial issue which differs from that of subject by varying amounts." The topic discussed was prohibition of alcohol. The Ss came from a dry state where this was a lively issue. It was suggested that "the relative distance between subject's own attitude and communication along with subject's latitudes of acceptance and rejection for various stands on the issue may provide a basis for predicting reactions to communication and susceptibility to change." 20 references. (PsycINFO Database Record (c) 2006 APA, all rights reserved)
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